Why? WHY?

In a parallel world there's Shop-Rong, where your right to pay more isn't questioned.

That was the Shop-Rite logo from 1951 to 1974. More or less. I suspect it was tweaked now and then to reflect hairstyles. But that was back before they went all corporate, maaan. As Wikipedia notes:

The company, once known for it's boisterous, humorous in-store sales announcement, has mostly settled into a more modest shopping environment.[citation needed]