There is a way to break the monopoly. Just tell your grocer to carry a real local brand! In Michigan, it's Uncle Ray's Potato Chips...thinner, lighter, crispier than Lay's...and they cost less because UR won't advertise. There must be some good local chips in CA, they're just hard to find because Lay's has power with the chains...and because people mindlessly pick up the big, advertised brand.