[Darren Boyle]

Huw, I took your comment tongue in cheek anyhow, but as Ash has said we are acrooss the borad a LOT cheaper than Antics on all lines that we sell. They are a large chain of stores owned by a larger coorporate company with the power and money to put this sort of structure in place, simply not feasable for a sole trader type model shop.

AMEX is processed exactly the same as any other card, just except they charge about 5% commision (4% more than anyone else) which is why we dont accept it either.

At the end of the day, we made our choice to offer the selection of products that we do and at the best prices we can, we have worked really hard at that over the 17 years we have been trading now and to simply "add 5-10%" back on these prices is not the direction we wish for DMS to go down, it may be for other stores who may be looking for alternative ways to entice new buyers, but not the right choice for us.

For us we base our core business objective on a few simple criteria.... good prices (since that is what drives most people), good stock (since its no good being cheapest if you have nothing to sell), helpful advice (no good having the right stuff if you dont know your customers needs) and fast service (since everyone wants stuff yesterday, or even earlier!!). If we get these four right or there abouts the rest of the business almost takes care of itself.......... (but you still cant please everyone, as we always get reminded)