Ronnie says: "When the consumer gets more than they paid for, it makes for a great relationship. It's a perfect price point. The retail of the ECP bag should be $110, but I lowered the price to $95 because I wanted to give people a good deal. There are tons of details in the bags—3M details by the zipper closure in the front and the piping on the strap, then the back strap I split into two colors, and finished the lining on the handle off with 3M. We put white zippers, chambray lining, and a white leather de-bossed tag on the inside of the bag. When people really pick it up and take a look, they'll notice the quality and weight of the bag and for $95 it's a real steal."