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I'd think it would be better for business if he was more realistic with a delivery window. If it were me I'd say 2 months and if I got 'em done early I'd be a hero instead of a Jack Wagon...
Small company's are the back bone of the USA. It amazes me that during ice fishing season. That anyone would get to worked up about delays. Small Mom and Pop businesses do what they can to fill a need. Maybe they should have cut off orders when they started to get backed up. Or they could have said do not expect them anytime soon. As for wanting to get a few before others have received theirs with less postage. What did you think the response would be? Does Marcum, Clam, Your Bobbers Down, Fish 307, Fish USA, Kittery, Cabela's, Bass Pro Shops, (The list would be endless) do that? Really? Think about it. If 100 ice fisherman/women called him and asked what you asked, Good intentions or not? Want avoid this? Make your orders in July.