It means rather than selling our products to retailers for a wholesale price that they then markup (double) for the final retail price we are all used to paying, we simply sell directly to you without that retail markup. That way we are able to invest more in the performance and quality of our gear and still offer you a better price than comparable brands that are sold through retailers. In some cases that will mean our price is roughly 30-50% lower than a comparable product and, in other cases, it results in higher performance and still at a similar or lower price. For more details, see this page explaining Our Pricing Model.