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I guess the point is that MS can't really compete with the other stores without copping flack for it. However, if you live out in the boonies like I do, then I guess some people would be happy to pay to have it shipped. They will probably do alright with it, just like all the people that buy speaker cable for $8 per metre from Dick Smith/Radio Shack when the exact same cable is available at the cable wholesaler around the corner for $1 per metre. And this way MS gets the whole chunk of the pie.
Sadly, they will probably make good money from this.
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