IMO, it is more profitable to focus on increasing individual sales than on taking away customers from the competition. As far as I am concerned, my competition can have all the cheapskates, whiners, and ripoffs they want. I prefer the customers who spend more and who have enough competence to understand the value of what I sell. I just did the numbers for this past July compared to July 2011. I had the same number of sales but 45% more gross. I was pretty happy. I have no idea what the competition did and don't care.