What some are saying is a "massive discount" price may just be the price consumers feel is the price they feel comfortable paying, or which they feel is fair. I don't see anything wrong with that. I agree veiled threats are silly, but really, the average consumer sees that a place like Amazon charges a lot less than the local store, and they wonder why. Yeah, I know, and you know, that brick and mortar places have a lot more overhead, but that they also provide places for gamers to meet and play (hopefully). But the average consumer probably isn't making that logical progression. We - all of us - shop around for the best price on just about anything, from groceries to cars to non-game books. But evidently the added value that many are touting as a big plus for the brick and mortar places is simply not there at many shops. If people are saying they just aren't getting that added value at a shop, and find that the discounts at Amazon make shopping there more attractive than an actual store, then maybe store owners need to rethink their business plan.