With the advent of web-based price comparison shopping engines, many online vendors have been forced to advertise rock-bottom prices simply to attract customers. In fact, the Internet has caused extraordinary downward price pressure on commodity items such as consumer electronics, and new sites pop up every day that are willing to sell below cost to attract customers. This price erosion is great for the consumer in the short term, but very hard on everyone else (sellers & manufacturer for instance) so in the long run it's bad for the consumer also. To help combat this downward price pressure, manufacturers have started implementing a "Minimum Advertised Price", which is the lowest price at which we may advertise their products. We mark these items very clearly on our website because we want to make sure you realize you can usually do a lot better than that price just by logging in or giving us a call.