Reliability, availability, communication, speed and options of delivery--those are some of the main reasons exclusively choose Sweetwater, but I will say that the personal touch that Ted has given me over the years is absolutely priceless. It wins over discount sales at other sites every time. Recently I had an awful experience with Guitar Center trying to purchase a Laney product that you did not carry. I reached out to Ted on facebook with questions about a similar product made by ISP. (This has happened plenty of times before) He took the time to really look into my questions and answer them in a way that resulted in a $599 purchase... which led to another ISP product purchase a short time after--the ISP stealth amp and absolutely loved it... but the power cable/AC adapter turned out to be defective. A short message to him at 7am on his birthday and he responded right away with what to do. I made a phone call, and the next day had a replacement and a UPS sticker to return the defect. I realize this is a long email, but this is EXACTLY why I choose Sweetwater every time. I have been a customer for some years and I have yet to have a bad experience with Sweetwater and don't expect that I ever will. I am loyal to Sweetwater as long as you carry the gear I am looking for. I sincerely hope they never change the way you do business because it is SO rare and starkly contrasts with everyone else on every level.