Not getting your point really, and I'm not necessarily advocating particular actions for or against Benchmade here, but in the end, sometimes the point is not to put someone out of business, but rather to get them to understand impacts and alter their actions, change management, etc, to achieve their financial goals.
That said, sometimes the business doesn't change their behavior and just takes the hit or adjusts some other way, and then the idea in these consumer actions is to at least not support the opposition.
Basically, if you don't think these businesses notice when sales decline, you would be incorrect. In today's environment, especially in retail, consumer goods, etc they notice, even what some may consider small % declines.
And I hear you on margins on individual items, but retail is not known for overall high margins, when you look at their entire Cost of Good Sold numbers, when they have high overhead B&M stores, at least not these days.
