carey smith makes fans for residential, commercial spaces. entrepreneur.com. great to see both of you. you said people always smile when they say the name. i noticed as i was reading it i couldn't help but smiling. but you are in the business of selling things that people can sell cheaper. i found this piece, or idea of this piece fascinating. we always talk about pricing. you can't ignore price. >> you can't ignore price if you're selling something that everybody else sells. if it's a commodity, you have to know your price. >> at a hardware store, most of that stuff -- >> i do agree with that. in terms of the hardware store there's all sorts of interesting tool that is the big box stores simply will not carry. >> and he can be cheapish but cannot be the cheapest. >> no, and i don't know why you would want to be. it's a mall business. it's very hard to compete on price. and i would worry -- the general rule with pricing is you either have to be cheaper or better that happen your competition. small businesses opt to be better. especially a hardware store that c