When they're up, knock them down. As much as the maxim applies to British sports teams or individuals, it can also apply to British businesses. Tesco's announcement of giant profits this morning has opened the door to another round of criticism from people believing biggest doesn't always mean best.But shouldn't we be celebrating the success of this British brand? After all, it began as a one-man business who began selling groceries in the East End. Even though it is the third larg est retailer in the world, it doesn't seem to command the same respect in its home country that British Airways or Marks & Spencer do. But is it the big profits that get in the way of embracing the brand, or is it something else?