THE CLASS OF 2022

N EVERY PRODUCT CATEGORY YOU CAN THINK OF, American consumers now have almost unlimited choice. You can walk into any large supermarket and easily find 10 or 15 different brands of, say, hand soap, on the shelves. Then you could pull out your phone, look online and find dozens, hundreds, maybe thousands, more being sold everywhere from big retailers like Amazon and Walmart to small specialty stores to innumerable online-only small labels. New brands and varieties pop up everyday. It is probably not much of an exaggeration to say that if