Just saw this article online: http://www.bostonglobe.com/business/2016/07/10/petfood/aWMTk8Ccmo4Xm3JycpqHjJ/story.html Kind of interesting that millennials are buying expensive pet foods despite all the student loans and other debt they have. And there's the comment from the vet nutrionist about how people are just buying into the marketing buzzwords (holistic, grain-free, gluten free, etc) and that the premium food itself is no better nutritionally than budget brands