Think Secret posted this story and I just had to comment on it: http://www.thinksecret.com/news/pricematching.html "...The program is being met with dismay by many resellers, who view the move as another attempt by the company to turn dealer business into direct business. "It's a channel killer," one dealer said. The plan is also reflective of Apple's strategy of aggressively courting direct business sales." If I were an Apple reseller I would be worried and probably bitching as well, however, why shouldn't Apple do this? As I have seen the computer industry change, people no longer go to little stores to buy their computers. They buy them from larger retailers (Dell, Walmart, HP, Gateway, Costco, etc.) for the MOST part. Sure, some small PC stores do fine selling PCs, but I venture to guess most PCs are sold at the larger stores. Why do people do this? First is probably ease of mind knowing they can easily return the computer to they place they bought it if it goes bad OR at least bitch to someone about it "not working as expected" even if that store CAN'T fix it. This stems from the early days of computing (say early to mid 90's) before a computer could be bought almost anywhere. You would buy a computer and a year or two later that business may no longer exist. The business wasn't crooked, they just couldn't make it in the long run, thus the desire to buy from a place like Dell or Walmart where you know they will be around in 5 years. With Apple pushing its retail stores I see this as better filling the consumers needs. Sure, a smaller retailer is selling an Apple product and Apple will be around (most likely) for 5 years but it goes to the mind set of buying from an "Apple store" vs "Joe's Mac shop". This is very difficult to deal with but NOT Apple's fault. Lastly, what did these stores think was going to happen with the internet becoming much larger and online buying being more popular? In my opinion, they haven't changed much. What is Apple supposed to do, stop selling on it's store? Not every city or town has an Apple reseller and the online store is the only way some people can get Apple products, well either that or something like through a mac catalog. This is in stark contrast to PC availability. In my home town of under 10,000 people there has been, since 1987 AT LEAST, one PC store in town. Never a mac store though, even in the 80's! Now, I don't want to get down on the small Apple resellers, although it may seem like I have been. All I am saying is Apple is doing what is best for Apple, should we really expect anything different? Sadly, it might also be a fact many of these smaller stores may no longer exist. Much like Walmart closed out many smaller mom and pop stores, the Best Buy's and CompUSA's might make the smaller mac resellers go out of business. I know there are a lot of issuses/rumors about Apple going back on deals/agreements with resellers. I think the crux of the problem lies with the slow demise of smaller resellers IN GENERAL (windows or mac) and going to the box retail stores. I'm sure I am going to get flammed for this so let it begin. I am just calling it like I see it.