one small voice says don't let them do it, page-4

I disagree.

I think WOW are right on both the hardware and electronics business. In the same way, the business has been right about:

i) variety store "5 & dime" shops
ii) bigger "5 & dime shops"
iii) food retailing
iv) nation-wide food retailing
v) discount dept stores
vi) petrol retailing
vii) hotels

You cannot look at a business of Woolies now in isolation, every part of the business gain synergies from another part of it.

Take DSE (struggling) + The Good Guys (struggling) and put them together 1+1 do not equal 3, they likely equal 5 or more:

2 admin systems become one
2 supply chains become one
2 everything become one

the cross-admin-logistics-and-sell opportunities between DSE, Big W, Masters and (possibly) TGG's, would be considerable. Also, don't forget, that Woolies can factor in enhanced value for their rewards program and from a marketing perspective, even their hotel/leisure division.

I suspect that Woolies see everyday through their EXISTING Big W, DSE and now Masters operations, very real scope for becoming a larger "white-goods"/lifestyle/electrical retail force.

A merged "TGG" and "Masters" - mmmmmm now you see?????

Ps. ALL the above are committed to growing their online presence and all the above offer great platforms for doing it - but they're not there yet!