At the same time if I walk into a sunglass hut thinking that it is a neutral marketplace where many brands compete for my purchase across the dimensions of fashion AND price I am being deceived. sunglass hut and most of the brands inside of a sunglass hut are owned by the same company which is not competing with itself but instead acting as a dominant firm using it's price-setting power to increase how much I'm going to be shelling out when looking for a pair of sunglasses.