Zack, you are ignoring a basic fact... manufacturing electronics has always been a thin margin endeavor, whereas reselling of electronics does not have to be. Admittedly, high volume retailers such as BestBuy, Circuit City, etc operate on a low margin/high volume basis. However, an operation such as the Edig Store has miniscule overhead compared to the aforementioned brick and mortar vendors. A 28% margin is in no way atypical for etailers.
Always tell the truth. Then you'll never have to remember what you said the last time.