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Message: <blockquote data-quote="Mistwell" data-source="post: 4885398" data-attributes="member: 2525">Yes, it is.They sell for about 40% off already from distributors like Amazon and Borders (I just bought MM2 from Borders for 40% this weekend with a coupon).  And those distributors have to make money, and they also spent money to get the book there, and on overhead.  So we are talking roughly 60% that never goes to WOTC from a retail sale that now goes to them from a direct sale.  That is huge.  It averages more than they would have made if both books had sold through a retailer.For example:Adventurers Vault 2 = $29.95, and PHB = $34.95, full retail.Big box retailers are selling them for 40% off.  So  $17.97 and $20.97.Those retailers have direct costs, plus overhead costs, for those books.  And, they need to make a profit on them.  So, conservatively speaking, it's another 20%.Which means WOTC probably sees for those two books, sold through a big box retailer, about $11.98 and $13.98, for a total of $25.96.But, sold at GenCon, they instead see $29.95 +$5.00 = $34.95.  Which is actually a pretty substantial increase in profit.  It's an increase of over 1/3![Edit - And now I see your edit/follow-up, and we seem to agree <img src="https://cdn.jsdelivr.net/joypixels/assets/8.0/png/unicode/64/1f642.png" class="smilie smilie--emoji" loading="lazy" width="64" height="64" alt=":)" title="Smile    :)"  data-smilie="1"data-shortname=":)" /> ]</blockquote>