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Have you had any success initiating the process of showing their duplication?  I can appreciate that companies can make Coke, Diet Coke, Coke Zero & Coke Life.  And maybe my opinion is biased as a competitor, but I don't think it is their intention to provide a different customer experience & only to saturate the market with their brands.

I don't intend on copying the strategy, because I believe it should hurt them as well but they have been able to gain significant traction with it thus far.  They don't appear to interlink themselves, but bloggers & reviewers do tend to have links to both sites when they compare purchases.