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And very popular among indie developers.

This is kind of how I feel when east coast chains try to expand to the west coast only to massively downsize after dealing with existing competition. Places like Ralphs, Five Guys, and Dunkin Donets often have a hard time laying stake in the market from In'N'Out, Raley's/Bel-Air/Nob Hill, and to some extent Starbucks. Now just imagine a British fast food joint trying to lay stake in America, its not going to happen.