I don't know if the retail price on the spine will fly.   Universal got a lot of pushback from big box retailers when they tried to set retail prices on their Jumpstart program, supposedly Wal-Mart told them in no uncertain terms that if they wanted to sell product for more than Universal wanted them to sell it for, they would.   Not that Wal-Mart tends toward higher pricing, I believe it was just the principle involved.

Mark  





>Universal plans to print the list price of $10 on the spine of the
>package.  Then, they'll sell it cheaply enough to the "major retailers"
>for them to make a normal markup.