Reducing the price on the cutters does not benefit existing customers. It only helps to entice new customers. Also, I have purchased many of the 29.99 or less dies, on sale, cheaper then the accuquilt new price. I am anxious to see what the monthly promotions are. Hopefully, they will be equivalent to the sales, including shipping, I've found this past year. I love this product, but am disappointed in this new policy.