There's the thought that if this is going to be so hot, why...

There's the thought that if this is going to be so hot, why not price it higher? But if you do, maybe you lose volume and it doesn't stay hot as long, or you have to move to incentives and price cuts sooner, or you give a competitor a chance to enter the field sooner. The dealers certainly are making money. But the factory doesn't benefit from that.