So how does reducing their range "add choice", exactly? This is the most balls-out corporate doublespeak I've heard in a while.
FWIW, I'm not deadset against this as a concept (because honestly, who needs fucking 50 different kinds of toothpaste or toilet paper), but there's no way in hell this is about customers. This is about exerting power over suppliers.
And it won't reduce their prices, either. They could just, you know, do that. They could always have done that. They just don't.