This isn't a word of mouth product. It's expected to work. People don't say "oh man I got this software and stopped getting my passwords stolen from me every other week"
The typical breakdown of margins are: If a products costs $1 to produce, that product will retail for $4. That product that retails for $4 will wholesale for $2 to distributors and stores that purchase direct. Big box retailers like HSN may offer to pay $1.25 to the manufacturer if the product costs $1 to produce. That is the typical profit margin.
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