You folks should read the thread Brand Bias started by Shamrockmommy just for another perspective. You all seem to believe the same things but have many facts wrong. As someone in the industry with a very different perspective having watched food companies come and go and marketing change and nutrition science develop, you need to research a little more. We as humans are so easily moved by marketing and 95% of everything I hear and read from food companies has nothing to do with nutrition, but sells food! I hate to see the whole industry change to suit the latest fad like holistic which means absolutely nothing, or meat first, or grain free, all to get more of your money. And it works on the people who care the most about their pets! Sad!