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FYSI guess the only real question of integrity is whether or not Esposito really had $700 into the card? If he really only had $550 into the card does that make him unethical? How many dealers are 100% honest when explaining how much they have into a card? A dealer could consider business burden into the price of each card i.e. buy price = $550 + $10 for shipping/insurance + 30% of cost to cover overheads (advertising, tables, travel expenses etc.). So depending on the individuals cost calculation, that skews things a bit. In my business, I have a set burden rate for overheads of about 15% of total sales. This means that I have to add 15% to my raw costs just to break even i.e. 20% gross margin = 5% net margin.
In any case, this may sound harsh, but you are pretty harsh your self at times. Know what the hell you are doing before you drop $700.