A guy I knew in my hometown made game calls. He employed a few people and made what are the Cadillac of game calls. His game calls were featured on a show on the outdoor network and the next thing you know Wal Mart came calling. He had to hire 20 people to handle the demand.
Next year Wal Mart comes to him and says "We need these 5 cents cheaper than what you sold them to us for last year". He lowered his price but ultimately what happened was he ended up lowering his prices so much year after year that he couldn't afford to keep people employed in rural Kentucky so he outsourced to Malaysia. His entire production plant in Kentucky went of business. Low prices have a consequence and so does innovation if you do it with Wal Mart
