Imagine you’re a high street store owner, bar owner, hotel owner or whatever you prefer. Your store is in an expensive city and is just off of the busy high street in one of the side alleys. People can catch a glimpse of your store as they walk past, but their attention is mainly focused upon the stores on the main road. You would like to move your store to the high street, but that would mean an extortionate increase in rent just to move a few meters from where you’re located now.
One day, you find out that your main competitor is now renting a prime high street location and taking a large share of your business as many potential customers don’t even realise you exist. You also find out that the competitor is paying far less rent for his highly visible spot than you are for your hidden alley; you’re paying $600 p/m and he’s paying $70. Naturally, you are furious.