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The largest hype in skateboards are with the wheels. All of the major companies (Spitfire, Ricta, Flip, Pig) use the same urethane companies. So why do they cost $30? That's a good question. Your paying for their riders, advertising, and of course profit. We use the same suppliers, but don't we have all that over-head to deal with. We know people are short on cash, and want to keep quality skateboard products afforable for all.