If you’ve ever talked to a loyal ALDI shopper, you know this much: They love ALDI. Like reaaaaaaally love it. So much so that they consider it a personal mission to “save” every single one of their friends from making the horrible mistake of shopping (dramatic music sting) somewhere else (gasp!).

Why? Because they know those poor unenlightened souls are operating under a false belief—that the famously low prices at ALDI must mean their selection is tiny and their quality is low.