I like Morrisons compared with the other big 4 but I think their chief executive hasn't got a clue. It will be interesting to see whether a full scale price war ensues. If it does it will cost them all dearly and cost a lot of jobs. Apparently, in 2003 in response to Aldi & Lidl a major Dutch supermarket tried to take them one. Food prices fell by 8%, the supermarket industry lost £700 million of profits in one year and 33,000 jobs were lost. Givewn our population is about 4 times theirs we could see mayhem if the big boys go into a price war. Can't see Aldi and Lidl losing out though as they have more efficient business models. Can see Morrisons going bust though.