text: Not at all - it is the author of the piece that is confusing mark-up with Nett profit / EATIA.
  I used a very simple example to illustrate a point and nowhere did I mention mark-up on cost.
  
  Dust off your books, read and understand the Du Pont model again then come back and comment.
  
  I hope that you are not doing a Rothbard on me............................