JAF if you didn't know is being run by a hedge fund group and they try their hardest to make the store very profitable. When you buy Kona cotton there, you are most likely getting second quality plus the price is higher than what I see on the internet. You think you are getting something for 50% off but really you are only getting 20% off. Then hopefully from their view, you will buy other things you need at a higher price. That is why they put everything on sale during those coupon promotions.