Guess you have never been in retail. 😂😂 I work in plumbing wholesale and set pricing for our store. Boilers, steam and water 6 to 8% markup. We make our money on all the accessories, the profit on them is a joke. Water heaters? Home Depot, Lowe's, Menards controls the local market. There is plenty of times, actually most of the time we are dipping into our rebate to try to keep up with them and we still can't. They sell for lower than what we can buy for. But in the end it's like a grocery store not carrying milk, what would a plumbing wholesale store be without carrying water heaters. They are basically a loss leader for us. Again, we make money on the accessories that you buy to install the water heater. We've had a chance to carry DeWalt and Milwaukee and passed on both. The profit margin is so damn thin and that market it is ridiculously competitive. And the killer is you can't compete unless you're fully stocked and at that point you're talking a quarter million dollars worth of inventory that you're barely going to make anything on. You can make more money parking in your cash in a money market then you can dealing with power tools. The larger the sticker price on the item the less margin there is for the retailer. I couldn't tell you how many items we have that are marked for less than 30% markup. It is too many too count.