At $19.95 cost, plus shipping (perhaps I'm confused) but WHY IN THE WORLD would you offer a product that you go in the hole on when you apply it. (For $20.00) :dunno:
Huge massive, high volume retailers can (and most often do) operate at single digit profit margins (net profit). But even THEY will sell products for45~50 points over cost. And that's just SELLING the product, having nothing to do with taking the time to prep for, and apply it.