If I understand correctly, MAP pricing dictates that a product cannot be advertised or marked at a lower price than agreed upon. Doesn't mean it can't be sold for a lower price. Companies like Bose have been doing this for years quite successfully. Manufacturers believe that once one retailer starts advertising their product at a lower price, they're considered a discounter. Discounters generally (historically) carry lower end products, and now the perceived value of the product in the consumer's eye has dropped. As well as now all the other retailers have to drop their shorts in order to compete, an make much slimmer margins. So, case scenario, let's say I own a fly shop. I've now had to discount my Sage rods to $300 in order to compete. I'm making $25 a stick on them. -OR- I can sell an Echo rod for $250 and make $125 a stick. Which do you think I'm gonna push? I'm going to down-sell Sage and try to up-sell Echo. Again, Sage's image drops.