I'm well aware of this. I use to be in retail as well. What I'm saying (to Sage) is, that they shouldn't hurt the pro shops, and let them sell it at the same price. They are well aware of what Costco is doing. Who says Sage can't change the "rules"? Was it (or is it) not Sage that sets that price? They can change it. There's no law that says Sage has to make the pro shops sell at a certain price.... it's Sage saying the pro shops must sell it at a certain price. And I am well aware of why they do that as well. It is kinda tricky, but if they don't pull their product from Costco, maybe the pro shops shop "rebel" and sell them at the same price.... maybe $5 cheaper! <- Yeah, yeah, I know... As far as the top 2% goes, ultimately I agree. We have the power to say no. If we don't say no, we can't blame the 2%. I can't pick at a scab, then get mad that it got infected. If I drive 100 miles an hour, I can't get mad at the cop who pulled me over. I bought 2 Winston BIIX fly rods from a local fly shop, when I could have bought both for a lot less online. For me, it's a matter of principle.