Saint,

You make valid points and I must concede some of my argument to them,however, innovation is key in the ED business. RB started it by becoming a grass roots marketing machine, Monster upped it with twice as much for the same price, and Rockstar.....well, other than getting in the CCE system( or whichever system it landed in) I have no idea how they got that big.
At anyrate, ED's are the highest margin itiems( for the most part) in the cold vault. I understand the reluctance of retailers to fill their store with ED's and miss out on other sales, but the retailer is there to make money and if he only carries the same old stuff that the guy next door does he will have to compete with him somewhere else, be it the gas pump, cigarettes, beer, snacks, whatever. Choosing a possible next "big thing" will always be on his list of priorities.

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