Notice as you move the pricing slider, the COSTS AND MARGINS and available DISTRIBUTOR PROFIT MARGINS change. You need to consider how you balance meeting the requirements of our SCHOOL CHILDREN target segment while still making a profit. Your channel partners and production costs add up, but it doesn't make sense to sell in places where you can't make money. Do not forget you also need to spend some money on advertising and promoting your product, so solid margins are essential. It is all a balancing act.