It's the same in Twickenham. I was in Waitrose the other day and I heard a child asking if Lego has a silent "T" at the end, like Merlot. I thought people like that were supposed to shop in Sainsbury's.
I was under the impression that those were the kind of people who shop at Waitrose and M&S as they are more expensive stores...
Sainsbury's, Tesco and Morrisons seem to battle it out over who has the lowest prices. Of the three I would say Tesco was the more upscale.