That was my earlier point, and the question I raised. Are we saying that the market for airgun pellets is not price sensitive? That is hugely important for any producer or retailer.
My view is that we have to see the market for competition quality pellets as a separate entity. I do not believe that the average plinker - and they account for millions of air rifles - would pay £20 a tin for a better pellet when he can go into any farmer's merchants and pick up pellets good enough for his purposes for a fiver or less.
Even as a separate and defined market, FT and HFT pellets must hit a price ceiling somewhere.