Written a quarter of a century ago:
https://www.independent.co.uk/news/b...d-1494225.html
"The Hanson managers found themselves facing the dilemma that Ever Ready had side-stepped a decade before: how to sell alkaline batteries without cannibalising the other products. In retrospect they made a mistake in choosing to sell Gold Seal as just one of three types of battery, rather than as a totally different product. The distinctions between alkaline, zinc-chloride and zinc-carbon were lost on most consumers, who preferred Duracell's simple long-life message. Gold Seal's share of the alkaline market never went much above 20 per cent."
That confusion still exists IMHO
Also note that there's not a single mention of rechargeable technologies in that article!