Manufacturers often sell direct to end-users but honor the 800+ dealers around the country by committing to not going below the standard dealer’s retail price point. As far as pricing goes, we are competing against other dealers or the factory selling at dealer pricing. We have no bricks and mortar. Our overhead is very limited. Our web presence funnels all the leads we could hope for, so our marketing budget is lean. Rather than pricing along with other dealers and pocketing the additional profits, we pass the overhead savings on to our customers to win their business.