Dear Migros, you used to be a likeable, quintessentially Swiss entity with many own brands. Courageous, social, down-to-earth. The downward slide, which has been gaining momentum for the past five to ten years, is increasingly becoming a free fall. How much will you now have to reduce the proportion of own brands in your standard response to short-lived adventures in product range policy if Mibelle is sold off? Candida, I am, Handy and Co. will soon no longer count. From once 85 and now 80% (which I dare to doubt) to 70, 60... or even less percent? Which short-lived fashion or ski stores are to take up the sales space vacated by SportX and Melectronics in the many MM and MMM stores? Many unanswered questions, while the competition never sleeps and passes you by with a wave. Dear Migros - or the rest of you that's left after McKinsey and brand fetishists have hollowed you out: You used to be something special. The memory remains, but in future we will see less and less of each other. That's a good thing.