Some of these cases cost less than $5 to make, sometimes less than $1. Incase makes a killer profit by selling it for $35, but I also think that its reputation for scratching iPhones is only contained in the type of community that actually does research (very small percentage), still seems like its being the most popular case for the iPhone is still strong. But for the price of one Incase Slider, I got 3 iFrogz Luxe cases (Blue, Green, and Red) for me, my mom, and dad. We love them, they make the phones look even cooler with a nice design and still offer decent protection. My dad has already dropped his on concrete and the case isn't even scratched. I have a BestBuy giftcard for the exact price of a Slider (returned it a month ago), but don't plan on buying it again. I've really gotta wonder if Incase bothered to address this problem by just making it slightly bigger or at least changing that hard plastic section that scratches the phone. I know they've heard of it, but whether they didn't want to spend the hundreds or thousands of dollars to address it is up to their business idea that the majority of people still think it's a good case. They've lost my $39 though.