Jon....I've often wondered that myself. Would the per unit cost be 2X? Even 3X? if an ID company tried to market their wares through a brick and mortar establishment? While I'm only on the periphery of the AV biz, I'm headlong in the deep end of the CE market.Cutting out the middle man really saves on costs. I always am curious what things might cost from the internet direct realm if they were sold in brick and mortar stores.