Depends on the type of ice I am selling. I can sell pre-shaped ice that helps Eskimos rapidly build their igloos. I can also be selling a different kind of ice like how there are many brands of water currently out there. It's not exactly the product that matter, its the story and how it is differentiated. Like how Evian and Perrier sell their water and there is a demand for that over the tap water that is cheaper and easily available.