<font color='#000000'>"As for the comments about dealer cost and selling it directly to those doing upgrades, this does make sense. But again I need to play counter point. I wonder if this may present a problem with dealers as it can potentially take away some of their business. IR doesn't exactly have a huge dealer base like some of the bigger names, or even Onkyo themselves. So they probably have to walk a fine line between satisfying owners and dealers as both are how they sell their products."
Well, in my case, a trade-in is not going to "take away some of their business" b/c if there's no trade in/upgrade, I'm not buying any more IR products. Besides, any trade-in performed 'directly' with IR could easily be 'assigned' to either the original dealer or the nearest dealer if the person sold the thing or moved. From there, any additional modules would be purchased from that dealer, keeping the channel happy.
Put another way, IR and its dealer channel can either lose me as a customer, in which case I will spend exactly $0 with them going forward, or keep me as a customer, in which case I will continue to spend $ with them: first toward the tradein (at or around mfr cost on the 7.1), then at or around MSRP for additional modules, and for a second 7.1 for a 2nd home theater.
TM</font>