I doubt Accuquilt loses business. There are too many customers like me that will buy a die they want on sale or not. Those that won't probably didn't buy enough of the product to make a big difference. Those that never have, never will no matter how low the price. The Sizzix quilting die I wanted to try for my Sizzix machine was $59 not on sale. I bought it and used it. I like the Go better so will continue to buy the Go products. Others like the Sizzix best. I rarely base my buying choices on price but which product I like the best.