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As the article says, from the late 90s to 2005, Sobeys' brand was "Our Compliments".
I believe they changed it because the French side of the branding was the correct translation "nos compliments", and many anglophones saw that and jokingly called it "No compliments" (in English).
But I didn't edit this in, because I can't find a source, just my own experience where I was in my 20s at the time and I heard it used many times.
