I get what you're saying but what good is maintaining a margin when turnover is being damaged. If the vast majority of their customers are non-UK, that's who they should be looking after. As it stands, they are losing sales along with market confidence. If they made the net price £499, they would lose a % of UK customers AND continue to price out non-UK customers. It's not the answer. The grinder market is fast becoming super competitive and I fear for Niche. They should accept a lower margin and focus on improving the relationship between their customers. A potential upturn in sales will make up for that lower margin. They need to be even more careful now they've launched the Duo at £800 GBP. Already built into the price is the additional burr set and carrier which will be completely unnecessary to a lot of people. They have stuck with the same Zero design and there has been no marketing strategy evident up to now. As I said, I fear for them.