As. Both a brick and mortar retailer and online retailer I would like to make people aware of Why they can sell items cheaper than most. The are a UK company that is not governed by the same rules as US retailers. Most of the manufactures set what are known as minimum advertised price or MAP rules. What that means is no matter what I may want to sell an item for online I am restricted by the MAP rules. If I am caught selling below the MAP price set by the manufacturer they have the right to discontinue selling their products to me. Unfortunately companies based outside of the US are not governed by the same rules. Please think about this the next time you are thinking of making a purchase. Support US based business and keep America working.