It's pretty comical a comparison ... there is literally nothing between each company on that one item as is the norm with anything with unique brand value such as Google or Apple etc.
The real value lies in the more generic tech like TV's and other goods etc. This is where Kogan kills it.
I also love how the author writes things like "Dick Smith err cough Kogan" yet doesn't write "Good Guys err cough JB Hi Fi" lol .... little things like that let the bias of being a paid ad shine through
Ann: Change of Director's Interest Notice - GR, page-28
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