Well, for one thing (but it's a major deal for a lot of folks) is the state of the current economy -- I am on a fixed income (Social Security), so my income is very limited. I don't buy a great deal of fabric, and the older I get, the less I buy. I do not buy fabric online -- I need to be able to see it and feel it before I spend my money. Perhaps that's old fashioned, but that's the way it is. I don't see that changing any time soon, if ever. In most households these days, there's just not enough "disposable" income, or income that's not required to provide for life's necessities. I suspect that's the biggest factor. I don't make a large number of quilts -- I have spinal problems, so I'm limited in what I can do. I wish your friend great success.