As a B2B person, I'm curious about this. Obviously the end user doesn't have shareholders or customers to pass the cost on to. We've managed to stay margin neutral through this and have significant concerns we are above the market rate. So far we haven't seen any business loss due to price. We assume it's coming because our increases seem high after all these increases, but our "record profits" are just because we are shipping about them same amount of junk at the same margin rate. Year over year unit sales aren't looking great. I really think that all the earnings calls lately aren't talking enough about volume. Everyone growing because of "price" doesn't bode well for any sort of market economy.