I could have huge revenue if I sold any item a lot cheaper than anyone else. For example: I buy Snickers candy bars for 39 cents per unit, and sell them for 40 cents to undercut everyone else to get the sale. It just doesn't make sense to do that! It's undercutting at its finest! It's the "make a sale - just to make a sale" theory. What good are sales if there's no PROFIT? Gotta have PROFITS, and this company seems to be hurting with profits, cash on hand, etc. IMO