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First, to save those who don't want to read, the price comparison shows that on most individual components we have very similar prices to a leading high-end mail order catalog company. Yes, even on Shimano parts.

In this Wal-Mart world of ours, here are some other things (beyond price) that are worth considering when you buy something:

The price we pay for something and the value we receive can often be two totally different things. It is important that you consider the big picture and what you are really getting for your money before you choose where you are going to do business.

As a science and research based business, it costs us substantially more to put the time and skill into positioning you properly, supplying you with accurate information on technology for your individual needs, and preparing and building a bicycle properly than it does for a salesman to just take an order. However, by eliminating experimentation and guess work, we can save you hundreds of dollars afterwards.

The real questions you need to ask yourself before buying technology from anywhere are as follows:

• What am I really getting dollar for dollar?
• How much is my time worth?
• Do I want to worry after the fact about whether I made the right decision or do I want to know I made the best decision for sure from the start?
• Am I really as comfortable and efficient while riding as I could be?
• What am I willing to compromise?

Notes: Excel Sports is a price based company. However, they also usually honor the agreements that all legitimate retailers have with their vendors regarding pricing (as does Fit Werx). Therefore, they are not always the lowest priced option. If you don't mind buying from "bottom feeders", who often purchase their products through illegitimate distribution channels that often do not offer a manufacturer's warranty, there are desperate companies who will sell you something below what any quality retailer can sell the item. We do not consider these companies legitimate quality businesses and thus do not compare what we offer to what they offer. It is up to you to decide what your time is worth, how much experimenting you want to do, and who will provide you with a quality staff, the most reliable information, product, and warranty support possible. In the end, you usually get what you pay for.

If you choose to buy from the lowest priced mail order option or via e-Bay it is crucial that you:

A) Be prepared to deal with the company again if there is a problem with your order or if you need warranty work after-the-sale. If they did not buy the products they sell through an authorized distributor, it is unlikely that the part will be covered by a manufacturer's warranty.

B) Know that you are positioned on your bike optimally.

C) Know exactly what parts and frame geometry are optimal and compromise free for your riding.

D) Have solid mechanical skills and not need instruction.

E) Have the time and patience to dig for the lowest possible price on each item (and deal with the people who are selling them). How much is your time really worth? If you get paid $20 an hour and you spend one hour searching for the lowest price on an item or an hour installing it to save $15, you've lost money in the transaction.

We do our best to offer excellent service, support and solutions while pricing our products competitively. In the end, this makes Fit Werx a consistently good value that you can trust and rely upon now and in the future.