Many merchants cut their prices so they can win the "honor" of having a lower price than anyone else. We don't. Shocking, isn't it? Consider the following facts:

• We do offer competitive prices. Among quality merchants, we consider our prices the lowest. We are competitive because we are efficient. We have heavily automated many aspects of our process. We are also able to pass along to you volume discounts that most resellers in some of our product lines simply cannot obtain. We select the price that works best for all parties concerned.
  
• We sell what we say we sell. In one product line, we discovered a competitor was selling at less than the wholesale we pay from the factory. And we get a volume discount. Investigation showed this merchant was selling used units and passing them off as new. That's really not a problem until you try to enforce the warranty. Or until you discover why the original owner sent it back and you try to get a refund. Or product support.
  
• We make good. One of our (now former) vendors provided false information on a product, shipping half of what the customer thought he was getting. It was a new product. We sent the customer "the other half" of his order, without any compensation from that vendor. Not our fault, but we take care of our customers. Low-ball operators don't.
  
• We offer a complete product with service. Price isn't the only element to making a good purchase. We also offer quite a few other elements low-ball competitors can't offer. These include pre-sale advice (through our extensive online content and through personal answers via phone and e-mail), in-transit assistance (part of our job is helping to track down shipments that didn't arrive on time), post-sale assistance (everything from return assistance to product support to acting as your advocate with the manufacturer), and other means of making your purchase a good experience. Logic dictates that when someone sells at or near wholesale, that seller is not going to be around for a long time and could not care less about customer service.
  
• We are in this for the long haul. We've been in business since 1997, and we survived the dot com bomb by following sound business practices. This has positive implications for our customers, and it's a good reason to feel assured you are dealing with a reputable firm.