[TulliusCicero]

Being a known quantity is an advantage, to be sure. But there are downsides to size, too; that's part of why every restaurant isn't a chain.

And as restaurants show, you can win off of a better service/product compared to a big company.

But do these small businesses people champion offer a superior service? Because mostly people just seem to urge you to buy from them for moral/ethical reasons, not because they're better.