MAP is really hard to enforce, in practice. When your largest reseller is even 1-2% under MAP you you really can't do anything about it. Especially if they ar

MAP is really hard to enforce, in practice. When your largest reseller is even 1-2% under MAP you you really can't do anything about it. Especially if they are over half your income - it's a game of chicken that isn't worth playing. MAP really only works when your resellers are fairly diverse and fairly even-sized. But if that were the case, we wouldn't have online behemoths undercutting everyone else in the first place.