Large chains of supermarkets have completely changed the consumption perspective of a number of Uruguayans. Many cannot conceive a different way of shopping but inside those temples devoted to trivial and ephemeral stuff, and many others would like to do the same but cannot afford it. The commercial proposal of massive sale works because there is a suitable market and it is avid for consumption.
 
Within this context, large chains make the rules, subtly for clients and with no mercy towards suppliers. Megamarkets thus reveal themselves as one of the main regulators of present social behavior, and as a very prosperous business as well.