At first I read the suggestion, "I would suggest that they go into the tank business and focus on unique designs," and I thought to myself "they probably don't to be in the unique-fish-tank business because there are other companies doing that and margins are low."

But then I thought about Fab.com and companies that have a unique angle to aggregate a certain KIND of customer.

If Jellyfish Art can do that, it's their brand that customers are buying, and you CAN preserve margins with a great brand.