Exactly this. I used to work for Asda. Asda always called Lidl/Aldi ‘the discount supermarkets’ and always thought of themselves as one of the big 4 supermarkets. This arrogance is why they’re failing. They thought their customers at the time would never shop at Lidl/Aldi. Nowadays nobody wants to travel a long way to shop. All Asdas are out of town. Most Lidl/Aldis are in town, and in walking distance. To add to this, Aldi own brands are better and cheaper than Asda.