I don't disagree there's plenty of room, but there will be a few...

I don't disagree there's plenty of room, but there will be a few sets of hands that require their own mark ups in between.

All I am saying is that it's very rare that the producer greatly increases their stake by putting their own sell cost up. The supply chain is almost entirely comprised of screwing the costs down of those before you in the chain. The fact that JAT are looking to lower their production costs is the key point to my post and in my opinion that's a great thing to be looking at. If they are also successful in increasing their sell cost then that's a bonus.

The other way of course is to open your own store and rather than eliminating the middle man you also become the middle man. Good to see they're thinking of that too ;-)