The problem is wholesale vs retail. If a call maker doesn't try to wholesale his product then the retail markup can and will be less. I pay for liability insurance, and the cost of reping my calls out to over 40 stores, (gas ain't cheap) and it all adds up. For me to be able to sell a call wholesale to a store and keep any kind of profit that store can't sell them for $5 and make any money. My msrp is $7.99 and I sell them online for $8.99 as a favor to my dealers, but that said most stores sell my calls for the $6.99 range.