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Hypothetically speaking lets just say you run a business selling and repairing widgets. You purchase these as a dealer from the factory at a discounted price. You spend your own money and time advertising locally and showing at trade shows where people come to see every type of widget available. Then you get a phone call from a potential customer telling you that "I can buy the same widget from your supplier on line for a lot less. But I would be able to bring it to you for warranty issues, right? So you check out the prices and find out they are selling for considerably less than you would pay the factory. Kind of gives you a warm fuzzy feeling about the business practices of your supplier.