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TL;DR
I noticed that as an existing IK customer with many eligible upgrades, the AXE I/O + AmpliTube 5 MAX + TONEX MAX bundle costs me €535 incl. tax directly through IK's site.
Meanwhile, major retailers are offering the same bundle for €395 incl. tax—and no prior ownership is required to get that price.
Even the standalone AXE I/O is being sold for around €325 incl. tax elsewhere.
I raised this in a forum post, suggesting that direct customers—especially loyal ones—should get at least a fair price, ideally something like €300 excl. tax (€357 incl.) for the full bundle.
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