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Hey, that's a bargain compared to the Square card reader, which sells for $10:

...that's, um, $10 more than Square would charge you. Or am I missing something here? Someone please correct me, because this just seems mad.

That's usually how Square handles retail of the reader, and it includes a $10 credit on your account.

Apple, for example:

Apple store does the same - Sell for $10, with $10 in service credit attached.