Warchild, thanks for checking out the website.
The problem with mail order is the basic cost of doing an order at all -- the time of writing up the sale, processing payment, packing an order, the cost of the packing material, and the minimum shipping cost. (E.g., sending a package UPS to a residence may be $5 for the first pound, but only 30 or 50 cents for each additional pound.)
My experience with the fire sale is that most orders tend to be for 3-6 items, sometimes added to something new, and usually products in the same line. E.g., someone looking to round out their Ars Magica collection (or maybe just starting to get really into the game?) will order a bunch of those titles at once.
Yeah, S&H is a problem for lower-priced items like Backdrops. But then, that's a problem for full-priced low-priced items (nobody wants to pay $5 shipping for a $1.99 packet of Cults Across America blank cards!). Still, if you're buying something else, it's easy to tack on something like that (since shipping is a flat rate).
BTW, we have a major announcement coming tomorrow about our web sales. For the time being, we'll continue to be selling "Fire Sale" stuff direct from Atlas. (This will make sense tomorrow when the news is up.)
I know other manufacturers have dents-and-dings on their websites -- Green Ronin, for instance, has some damaged copies of Death in Freeport (or did last time I poked around their site), which is otherwise out-of-print.
If you're price conscious (like me), it's always good to look for a refurb/reman/return section on a manufacturer's web page -- and not just in the games department. The last computer I bought, for example, was a really sweet deal from the Dell "factory outlet" (
www.dell.com/outlet) -- essentially a brand new P4, at about half price.