Every time a truck goes by, another proclamation of the death of the brand is made. The digital age has brought product purchase fluidity by lowering the friction of researching, shopping, and buying to that of sliding bare-assed across wet ice. Countless surveys from armies of marketing concerns conclude that consumers are fickle beasts. But just because it’s so easy to move hither and yon, to and fro, between products and how to buy them — and just because people say that’s what they intend to do — doesn’t mean that’s what really happens.