Ripped off by DSE? Maybe not, but if I bought it today, certainly!

Up until recently i've been a stalwart supporter of Dick Smith Electronics - yes, I'm a former employee. That was 10 years ago, however.

Sadly though they've seen fit over the last few years to drop out of a lot of their 'specialist' electronics stuff and focus instead on the consumerware that is otherwise found in places like Harvey Norman and Noel Leemings. DSE have the advantage of being far more numerous, and thus, more accessible. I used to also believe their staff were sharper, but this remains to be proven in the current climate.

Of course, DSE still carry more 'eclectic' stuff (they're a hybrid Harvey Norman -> Jaycar bridge, now, really) but there's one thing you need to be very careful of with DSE; check the pricing on what you're after and make sure it's infact sane.

Here's an example.
End of last year I picked up a Bluetooth Handsfree Kit (aided by the law change requiring their use).
The unit I picked based on cost:benefit was the DSE EA0054.

Here's their photo ripped from their website:

This retails at $79.95. Pretty sure that's about what I paid for it nearly a year ago, too.

Then I spied this at the local supermarket the other day:

It's the same damn unit with a different brand name printed on the front. And it's $49.95. Or 62% of the price.

Frustrating, really. I'm seeing no significant advantage to having the DSE brand name on my handsfree unit. Not enough to translate to nearly half-price at my even more ubiquitous supermarket.

So, DSE; what's your markup on EA0054? Can you justify being that much more expensive?