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Probably Chord fancies themselves as the Rolex of dac/amp and they do not need to sell below msrp. And probably Chord cuts off dealers that sell below msrp. Fine if you can compete and profit from this, but there is a lot of competition and the market will ultimately decide. ONe way to get around it is to have a website that in known for discounts, jack up the msrp and then offer a discount, buyers (foolishy) assume it is a "good deal" and viola' more sales. It's all about perception/exploitation. Stick me with a fork.