Fretter also attempted to bill its stores as superstores, with a marketing strategy similar to that of Circuit City and Best Buy. However, the smaller size of its Silo and Fretter's units (10,000 to 15,000 square feet, as opposed to 35,000 square feet or more for a typical Circuit City store), made this an untenable strategy. According to one analyst, "Fretter was vanilla. You have to stand for something. They were so price-conscious that they never even thought about a personality. That's what our arguments with them were always about: You have to stand for something in the consumer's mind. You can't just live on price alone, or you'll go out of business."