I don't think I have ever paid full retail price for any rod or reel in my arsenal. I upgraded most of my rods last year when the local Gander Outdoors closed its doors. I was getting Jason Mitchell Elite rods, spinning and casting, ($140 retail) for less than $40 each. These are leaps and bounds better than what I'd been using. Right place, right time. If the deal is there, and it's an actual upgrade, jump on it.