Keep in mind that when you venture of the internet to the masses, companies like Fi hold no traction. Average customers are more likely to buy a name they have heard of like RF over a name they havent. There is a reason why companies like MTX still will continue to outsell the internet darlings, even when put together in smaller independant shops. Name sells and compound that with the point that there is generally better incentives for sales guys to sell the big company stuff whether it be dollars paid or contest incentives or whatever, I think that RF could make an 18 and make it profitable for them. I also believe that they could easily retail it at a tag price of 700-800 dollars a piece and so long as the sales guys are getting their cut than they could move the product. Dont forget that the people who are on internet boards singing the praises of the smaller comanies that DO make superior products generally at better pricing are far out numbered by those that like names, dont know a ton but have some money and can be sold on the brand name by any decent sales guy.