In a quaint Italian village, an elderly gentleman named Antonio had run a small grocery store for decades. One day, a massive corporate supermarket opened right across the street from his beloved shop.

The supermarket put up bold signs advertising their low prices, including one that read: “Butter – 10 euros.”

In response, Antonio scribbled a sign and placed it in his window: “Butter – 9 euros.”

The next day, the supermarket countered with a new sign: “Butter – 8 euros.”

Not to be outdone, Antonio updated his sign the following morning: “Butter – 7 euros.”

This price war continued for several days until one of Antonio’s loyal customers, shaking their head in concern, said,
“Signore Antonio, how can you keep up with these prices? The supermarket has the resources to undercut you, but your little shop can’t possibly compete.”

Antonio leaned in with a sly grin and whispered,
“Ah, my friend, I don’t even sell butter.”