thanks, wolfgang, i did the read. somehow i missed those, lol! you say: "The main distribution channel in Europe are distributors. They are covering over 90% of our current sales and covering regions and market segments we could never reach with a direct sales channel. Therefor we are not competing pricewise with them in our webshop - most of the time the distribution prices are lower than ours." yes, i understand it perfectly. translated it means that you don't want to pay for expanding your own sales net, you are expecting that your end customers pay it for you. you are even going so far end not compete with distributors by selling "normal" priced examples through your web shop although, as you say, you woud reach thus only 10 % of your potential customers = hurt only 10 % of distributors. i understand. therefore i'm somewhat surprised and happy that you managed to keep your update pricing reasonable. but you are not doing any favour to new customers.