Because a trade-in program where you sent the device to Sonos wasn't operationally / financially possible. There are extra costs with doing this in house (or,

Because a trade-in program where you sent the device to Sonos wasn't operationally / financially possible. There are extra costs with doing this in house (or, I guess, by partnering with a recycling centre) which meant the discount would have been much lower, or perhaps close to 0. But for an existing customer that did want to trade in, 30% was perhaps acceptable.