Actually, it's a common blue print in every industry. If every brand came in at the same price, you're merely cannibalizing your own product. It's common sense. Fortunately, AJ releases a wide range of brands with a wide range of prices. Some new products come in lower, some come in higher. Look at the Little Devil.....it's a box of 20 for a great price. You can't look at one product and gain the whole picture, you have to look at the entire body of work.