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On top of what Harald posted:
Relative unknowns can hardly expect to compete with other better known breeders. Most customers (if they are going to pay market price) would usually prefer to go with a known breeder than risk money on a newer breeder.
As much as it is ignored, a strategy of lowering prices till one makes a name makes more sense to me than trying to charge market price.
Of course, with this strategy one can expect to come under fire from the breeders that are protecting their breeding interests.
But HEY.... nothing is ever easy...
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