Great feedback, thanks guys. It seems the main objection is the display of the 20% off discount. I'll try to explain our thinking. First, we had to establish a MAP (minimum advertised price) because some of our distributors have online stores and many of them were discounting the prices. People often search for 'cast lighting prices' and they end up on these stores. Second, the appropriate MAP could not be MSRP because our MSRP is very high compared to other lighting brands. Make the comparison yourself, check (for other brands) what you pay compared to the retail price - don't look at it purely as a percentage, but also consider dollars in your pocket. (One brand has MSRP set at 5% above contractor cost!) You'll find a lot more profit in CAST (even at MSRP minus 20%) than the others. Third, we post the MAP discount on our site (and describe our MAP policy on the home page of the site) for a few reasons. We want visitors to our store to come to the conclusion that they've found the best place to purchase CAST - a place where they can get the best discount. If we only posted MSRP, they would continue searching till they found a discounted store or another brand - you'd get zero referrals in that case. We want to capture CAST customers on our store vs. others because the orders go to our local distributors - this honors our committment to our distributors. (Give us some credit for not just taking the orders direct; building and maintaining our store is expensive, and the profits go to our distributors.) By capturing as many CAST customers as possible, we have the opportunity to persuade them to hire a professional. These leads that come from the store end up as referrals. .