It looks like they're trying to do more of a direct sales approach, ala ProMatch, in order to be more competitive on price. The explanation on the main page of their website makes perfect sense to me. I can't imagine them destroying their reputation to plunge to the HobbyKing-level bottom of the market but I think they have acknowledged that they needed to be more competitive on price unlike the MaxAmps/Thunder Power groups. I'd personally consider buying from them next time I need packs.