I return you to my original question. That's our cost, you do the maths and don't forget VAT...factor in 3% transaction fee whist you are at it (before we get to staff, electricity, business rates, rent), at £799.99 inc VAT are we ripping you off? no? didn't think so, yet we get targeted with the hate, not AMD, not Asrock.
Is this cost price due to Asrock's poor manufacturing efficiency? higher component costs? higher shipping costs? greed on their part? or all of the above? Frankly speaking, I don't know, but as a reseller in a market where we can't afford to turn away stock because having nothing to sell is the worst possible situation, I ask again, what are we supposed to do?