How so? While a typical cookbook that’s $50 costs about 1/20th that to print we spent 3x to 4x on our production and printing costs. Our wholesale rate of $25 on the first edition was about $11 of hard costs instead of $3 or $4. Add in production costs and our margins were way worse than typical, while providing a better quality book and driving out the middleman. We’re going even more beyond for this book. Not sure how how we are hypocritical in this case.