According to legend, Kaua'i folks just can't help but feed the giant. As the story is told, the more they fed him, the more he ate until there was just about nothing left for anyone.

Kaua'i residents are still struggling with giants; but in 21st century invasions, the big guys are more insidious. Before he fell asleep, Nounou had magical powers, but he made no promises, only demands. These modern giants come bearing slogans and public-relations campaigns, and it's not altruism but practicality that keeps the good folks of the Garden Island offering up armloads of hard-earned kala.

In a move straight out of an anti-corporate indy documentary, a group of Kaua'i residents worked to get four measures before the Kaua'i County Planning Commission to limit the size of future Wal-Marts, Kmarts and other giant MartMarts. Mayor Brian Baptiste got credit for introducing the bill passed by the County Council, but it started with the people.

But how can you keep the giants from coming if folks keep feeding them?

The situation is a perfect example of Hawai'i's longstanding and unresolved identity crisis; a conflict hinged on the desire to be both small-town simple and big-city convenient at the same time. We want to have the cute rustic market where our grandparents bought their rice and coffee, but we aren't willing to abide by that store's limitations.

Why buy a small pack of Huggies for $17 at the dingy-aisled local grocery hut when you can get a jumbo crate at the shiny Mega Mart for a better unit price?

Loyalty? Loyalty goes as far as your own front door when there are bills to pay and mouths to feed.

The Kaua'i bill will only limit future mega stores. Wal-Mart, Kmart and Costco are already there, just not Super Sized. However, with the southside housing developments in the next decade, there will be more people wanting to shop closer to home. Big box or strip mall? Pick your poison.

After the council vote, Wal-Mart took out a full-page ad in The Garden Island newspaper. It had the tone of consolation to the people of Kaua'i for the loss of the opportunity to power-shop, essentially saying, darn those short-sighted politicians for robbing you of your right to compare prices on eight brands of toothpaste. As though this was about expanding choices, not expanding Wal-Mart's profits.

Nounou, the giant of legend, may have been lulled to sleep, but he never left. He's still there, big as ever, visible for miles. You can see him as you sit in Kapa'a traffic on the way to Wal-Mart in Lihu'e. He looks hungry. Better buy in bulk.

Lee Cataluna's column runs Tuesdays, Fridays and Sundays. Reach her at 535-8172 or lcataluna@honoluluadvertiser.com.