An entrepreneur approaches you about how to sell her new writing pens to consumers. The pens have a unique benefit—they are more comfortable to use than traditional pens. The entrepreneur is concerned the retailers she has approached want to buy the pens from her at $10.00 a piece and then sell the pens in their stores at $18.00 to consumers. The entrepreneur is dismayed at the extra $8.00 the retailers are getting and has decided to sell the product directly to consumers for $10.00. She wants to know your opinion. What do you think? Why?