I'd expect some cases it's about customer development and long-term relationship development. If you sell me a $200 basic steel bike, you might be selling near

I'd expect some cases it's about customer development and long-term relationship development. If you sell me a $200 basic steel bike, you might be selling near or at cost. But if you've earned my trust and comfort as a customer, I'll be back to buy my spare tyres, oil, replacement parts, and eventually the higher margin $800, $1500, $6000, and $20,000 bikes.