in the pdf, they have an excellent definition for loss leader: loss leader: A good that is priced below its marginal cost. Marginal cost being the usual profit margin. The products are not priced below the production cost. Which would fit with everything that Russell has said about the ProClub. there's no question that's what the Real Deals and ProClub are. Now, this isn't a BAD thing in my mind... its a smart thing, really. :)