Now, assuming you've gotten off your very high horse, let's...

Now, assuming you've gotten off your very high horse, let's discuss.

I don't actually care what Woolworths got in their last results, I'm more interested in what they could achieve in the future, and yes @crazypunter, Coles is an immediate threat (you're too smart!) yes, but who doesn't have competition?

The Amazon threat has, in my opinion (and of course, I could be wrong) has already been priced in the share price.

What I think is not priced is their big potential sales uplift from creating the distribution into China. This is a massive market, and even though we are not seeing a material effect on profit today, as the profits from these China sales are currently only translated on their P&L by an increase in demand for their goods (as they are still charging wholesale prices to China).

I think that in the future, once Woolworths has a well-established distribution channel, it can either benefit by charging higher prices to the middle-class Chinese, who are willing to pay for Australian products, or if Woolworths does not increase the prices insanely, it will still benefit from the massive market there just buy selling more products compared to today.