I lost $25,000 today. On purpose. A new Pokemon set hit shelves this morning. My store paid $31.50 a box, same as every other local game store in the country. We sold it at MSRP. Plenty of stores put that same $31.50 box on the shelf for $100+. Local Game Stores.... Game Stop Release day. Same product. Same wholesale price. Triple the margin. Why? Simple Greed. A Cash Grab cuz they can. The gap between what we charged and what we could have charged is about $25,000. I run that number every release. It never gets easier to look at. Here's the part that still seems crazy to me. Pokemon knows. They set the wholesale price. They set the MSRP. They can see what their own retail partners charge on release day. And a store that scalps its own allocation faces zero consequences. Every release I climb up on this soapbox. Every release, nobody cares. That's fine. I'm going to keep saying it anyway. Because this hobby only works if a kid with $50 can walk into a store and buy the thing on the shelf for the price on the box. That's the whole deal. That's what built Pokemon. Not stores flipping their allocation to whoever will pay the most. So here's my ask, to my friend at Pokemon and anyone else who will listen: If you get it at wholesale, you sell it at MSRP. Period. Full stop. Put it in the retailer agreement. Enforce it. Until then, Izzi's Gym does its very small part. MSRP. Every release. Even when it costs us $25,000. Especially then.