On the otherhand, we made at most $50 off a bike.

Yes. When I mentioned markups, I probably should have qualified that. All those green tags were on the sexy lycra tights, Italian shoes, water bottles, etc. People will spend a lot of time price shopping the big stuff, but then get killed on the little bits. Also, I gather that 100% markup is pretty standard stuff for retail lines like clothing -- overall retailers can need those margins to cover the XXS and oddball items that don't move..