I just lost $2,500. I got a restock of Pokemon Ascended Heroes ETBs. Market price right now? Over $100 each. I could've sold through every single one in a couple of hours and pocketed $2,500 over MSRP. So what did I do? I hosted an event where any kid 12 and under could buy one at MSRP — but only if they came in, opened it with other kids, and spent time trading, laughing, and making friends. It cost me $2,500. And I do it EVERY SINGLE TIME. Here's the thing — the Pokémon craze won't last forever. These wild market prices won't last forever. But you know what will? The memory of the store that made it affordable and fun when it mattered most. When the hype dies down, I won't have a bunch of one-time transactions. I'll have a loyal community of kids — and their parents — who remember that Uncle Christopher looked out for them. Community isn't a marketing strategy. It's a business model.