Late last year, Emily Johnson took to Reddit to share her frustration with how expensive food in Canada has become.
She fixated on one grocer in particular: Loblaw, the dominant food retailer in Canada, boasting nearly 2,500 stores.
Her Reddit group - named LoblawsIsOutofControl - was filled with photos of grocery items for sale at seemingly egregious prices, like C$40 ($29.36; £23.06) for 1.4 kilograms of chicken.
Soon after, Ms Johnson and others banded together to launch a nation-wide boycott against Loblaw, saying they were fed up with the disparity between rising food prices and record profits.
It’s easier to hate the person different from you that is directly in front of you, than the nebulous concept of some company that is far away. Plus, like the other poster mentioned, it’s easy and proffitable to play on people’s fears.