While it is generally agreed that markets perform better when information is more complete, little has been said about how the added benefits are distributed. This essay explores this question in a model of brand selection. Buyers select from among that subset of available brands of which they are aware. When this subset grows, there are social surplus gains, but the distribution of these gains between firms and consumers is shown to be sensitive to the structure of the market. It is possible for either the sellers or the buyers to be worse off in the better informed environment.