I think i missed something. I just looked at the book "from concept to consumer" and they give an example of a real product that sold at retail for $50(went to

I think i missed something. I just looked at the book "from concept to consumer" and they give an example of a real product that sold at retail for $50(went to retailer through a distributor) while the manufacturer got only $19 ,i.e. 38%. If it was online only, it could go for half the price , while offering 24% margin($6) for online sale and logistics(excluding shipping), which i believe is pretty reasonable for that market.