In most businesses, the name of the game is giving the customer what they want when they want it. Putting the right opportunities in front of them at the right time. At the golf course (the elitist ones), the game changes quite a bit. Take the Pro Shop for example - everything is overpriced, at least 20% above what you could get it for at TGW or GolfGalaxy. Why? Because if you're in need of something before a round and you remember just as you're standing in the pro shop, you're certainly not going to hop in your car and head over to GolfGalaxy - you just buy it there, you're trapped more or less. Don't even bother trying to work with the pro shop guys on the price either, they could care less. Which brings me to my second point - the staff.