The thing is with most of their stuff you buy it for life. Most tools do not even lose value over the years. When you can buy something made well and have it replaced for free for the next 50 years or so IMO that is worth every penny. Yes it is expensive to buy SO stuff and most, not all, but most is worth it. The ease of warranty is #1. Heck today I warrantied a set of vise grips that I striped the teeth out on. Was it abuse? Probably. There were no questions asked, Its usually not that easy to get anything replaced under warranty anywhere else. No one is forcing you to buy it, if others want to let them. And as to the 50% discount for students who says the markup is that high. Perhaps at that they loose a little. For instance when Xbox 360s and PS3s came out every single unit sold was sold for less than they had in them. They took a small loss on the initial console knowing full well that 95% of people would buy tons of games and they make their money there. I would bet the tool trucks run on the same principal when doing student discounts. Snap on is not the only one to offer this discount, when I went to tech school you could get the same deal through SK, Mac, Snap On, even NAPA. They know if they get you started you will more than likely return to buy more. Take a small loss selling a tech a starter set of tools and he will probably buy from you for 20 years or more. Just my 2 cents and strictly my opinion, take it for what its worth.