Theres a book i picked up in germany a few years ago, Stasi land, by anna funder, (it's origional is in english, no need to get the german version)
it is about the old east german seceret police state, where every fart or burp a person does is noted and reported on by an informer, not only is it describing just what england is turning into (friends and family recruited by the state to spy on you and report back any wrong doings, covert survelance, a record for every person in the country etc)
but a bit in the book sums up this aldi/sommerfield thing just right,
when the wall had just came down, a western couple took an eastern friend round a west german supermarket, the easterner was totaly bewildered by the range on offer, but not in a good way, they said 'do you really need a whole isle with nothing but different brands of tomato ketchup?'
i think also half the people going into aldi have never been out of this country, (except on a package holiday to a hotel that serves exclusively english food) so dont know the brands aldi sell, they seem strange to us, but go to germany and they are the every day brands you get in every supermarket,
the tomato sauce is the stuff you get on your brattie from the giant nipple thing hanging from the roof of the schnellie van, the mustard is the same,
the fresh fruit and veg is the same as you'd get in an upmarket supermarket, just half the price,
but i suppose i'm weird, i'd rather spend my money on something that still be around in a few days, not a pile of crap in the toilet pan, im sure this is madness to these foodies tho :) but if i could i'd rather take a pill once a day that takes care of my nutritional requirments than have to prepare and eat 3 meals,