Second, the 'free parts' program is practically cost free to SP, and one of the primary selling points for new, brick-and-mortar dealer sales. The mark up on rebuild kits, compared to the cost of production, is stunning, meaning that SP can give away an item with a perceived value of about $25 at a cost that surely must be lower than $1. Now, by charging that absurd price to loyal customers, they get an additional $10-15 (from the dealer) per reg per year, but lose whatever perceived edge they might have had over lower cost options such as internet sales of competitors' brands. They have abandoned a policy that had a much better perceived value than actual value in the first place, just to try to fleece customers a little bit more.