In the mid-1990s, I ran across what looked like an incredible story: A teenager, dubbed the Whiz Kid, was selling a ton of computers from his parents' home. Newspapers told the story complete with images of the teenager talking on his cell phone-which, at the time, was a big deal.
So I called the teenager and spoke to him and his dad. Turns out, his dad had set up a business to buy computers via a distributor and sell them directly to companies at cost. That's right, no margin. The dad and his son moved lots of computers because they were undercutting everyone's price.