I love threads that sometimes make no sense. Bottom line, if you have a ball, and that ball fits your game, and you believe that it is a better product, then you will pay what ever the price is. It's called simple supply and demand ecconomics. Most business people will understand these underlying concepts. Just like most people will understand that one way to undermine another's product is to underprice your competition. Lane 1 isn't the only company that uses these concepts. Others such as Chevy, Ford, BMW and Lexus to name a few car companies use it also.