Discounts. Screw customers who are going to needle me over every damned last penny. I worked in a shop for 2 years (thankfully much of the time other people handled customers) but we struggled to make ends meet and people would come in day after day trying to squeeze a buck off this cable or complaining that our strings weren't as cheap as amazons. The truth is that we gave discounts, we gave lots of them. We sold many guitars at almost the price we purchased them at. We stayed alive with rentals, repairs, sales, installations, and any other unexplored corner we could make a buck at. We weren't paid super well, but we managed to live (28kish a year). As for giving discounts... yeah we did give them. But to older guys without much cash who just broke his amp. The kid who saved up for a les paul all summer and broke the headstock... ("yeah no problem buddy, that's an easy repair... won't cost much at all".) Friends who were trying to be serious musicians and lacked the finances that went along with that. But those doctors and professionals who pulled up in BMWs and complained about an extra dollar, or really thought that the AC4 should be less... I'm going to play nice, but with the intent of getting every damned dollar I can from you.