"The basic discounter's idea was to attract customers into the store by pricing these items--toothpaste, mouthwash, headache remedies, soap, shampoo--right down at cost. Those were what the early discounters called your "image" items. That's what you pushed in your newspaper advertising--like the twenty-seven-cent Crest at Springdale--and you stacked it high in the stores to call attention to what a great deal it was. Word would get around that you had really low prices. Everything else in the store was priced low too, but it had a 30 percent margin. Health and beauty aids were priced to give away. As"