If they can sell hardware cheaper than other online stores and still make a profit or even cover the expenses, why are they not doing it on USD already?
Dealers and customer have different prices, but they have a contrat to not sell them under a certain price, the fact is that they dont need contract to exchange them with potatoes (aka gpuc), so they can break the "price". The only thing they are selling is gpucoin, can't even say you buy GPU with gpuc as it's not money.