The answer is that some resellers, especially those selling online with minimal overhead and few expenses, or those that are “back door” buyers, can move a large volume of products through aggressive price discounts. This drives down average retail prices and results in decreased purchases from reputable dealers that honestly follow retail pricing guidelines. However, with Minimum Advertised Price (MAP) and Minimum Retail Price (MRP) agreements that are legally enforceable, it levels the “playing field” so to speak by ensuring that all resellers maintain an agreed on minimum price, resulting in a fair competition across the board. Most large marine product suppliers require mandatory dealer participation and manufacturers can refuse to sell to and can discriminate against a reseller if they do not adhere to their agreement, i.e., end-user warranties can be invalidated, product purchases denied and even legal action taken in some cases.