People who pay 100 dollars for a pillow (OK 2 pillows) aren't going for value. I include myself in this. If MyPillow were still reliant on informercials and trade shows, I'd say yeah they can do that. At this point, I think the cat is out of the bag. I think it is a fashion. Eventually people won't care, and there's nothing magic about the pillows. I don't know what his patent amounts to, but I think it's a manufacturing process.