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Basically it's like this:
If HTN doesn't make a profit on the Instant Lives (which they are certainly entitled to, as well as with their other merchandise) then they will not do this again.
I frequent a used CD store in Milwaukee that has prices that are so cheap I often chide the owner by saying, "Luke, are you making any money with these prices? I'd pay 10-15% more to guarantee that you stay in business." He just laughs and then cuts another 5 bucks off of, say, a $50 6 CD purchase that he is already selling dirt cheap.
Joe Bell and Rob Johnson, as well as the rest of the HTN group work their butts off for us, and they are entitled to every penny they make, as far as I'm concerned.