How many students do you suppose they'll need to sign up before they can afford to go out of business?
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Underwater Sports routinely has a $99 special for an OW class. Of course, it doesn't include materials or the PIC, and then there are bunch of other charges that end up with the class costing just about as much as anybody else charges. But they get the students signed up because people can't resist what they see as a screaming deal. I always tell people to make sure they are comparing apples to apples, but few make the effort.