Margins are not BS. They are the center stone of pricing and profitability. They are the reason e-commerce is so successful. They are also the reason Big Box can charge less than mom and pops. If you sell in brick and mortar, the retailers demands a minimum margin so they can profit of selling your product. Why would any Big Box sell your product for free? This is why e-commerce is so successful. By going direct to consumer and eliminating the middle man (retailer) you can charge less and make the same or even more in profits.
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