What has been alluded to in these threads over the years since MAP was introduced is that Spyderco is under threat from dealers that they will not carry the brand (or as many models) unless they get the guaranteed margin and freedom from price competition that they demand. Now they want more. Where will it end? When MSRP equals MAP? As for the yearly price increases at wholesale and reflected in the MSRP, that is the money that goes to Spyderco.