WHY? LOL, because soon due to negotiated OEM deals, it won't allow us to buy the Actipatch for $29.95 directly from Bioelectronics. And I assume, the same will be the case soon of Bioelctronics selling on Amazon. But Donjoy is NOW selling their EME braces with Actipatch on Amazon. That is good news and takes the sting away from the termination of Bioelectronic's independent selling of the Actipatch. IMO no one should be surprised by this requirement of Bioelectronics to cease the direct selling of their patches. We should have expected that requirement to occur in order for OEM deals to be signed.