Something to consider is that Wal-Mart doesn't make the majority of their 'console' money from margin. They make their money off of turning the product quickly, and then investing in money markets until nintendo, sony, and microsoft collect their money. A typical contract will come due in net 30 or 45 days, so Wal-mart tries to make sure that electronics move out of stores as quickly as possible. More time with the suppliers money=more time it's invested and making money for them. In this sense, it doesn't make a huge difference if the margin is 4 or 8 percent. They just want product that turns fast.