..and most dealers won't stoop that low. In the flashlight business they usually stick a tad below the suggested retail price. No one is talking about buying from the manufacturer directly. In this case, rexford was given free reign to price these lights as they saw fit. Other markets are different. In the firearms world, the manufacturer has a set price that dealers are not to go below in the pricing of their firearms. In the case of Sig, I know a dealer that was selling the firearms well below the price of competitors. Sig eventually told the dealer to stop, or risk being terminated as a dealer of their products. The dealer decided to stop selling Sig products as he wanted to sell them at a cost below his competitors and could not. Business ethics is what we are talking about, and sadly in this case, rexford tools could not care less about offering an affordable product and retaining a large number of customers based on their affordable offerings.