To support Dealers’ and retailers’ efforts, AMSOIL maintains a Unilateral Minimum Advertised Price (“MAP”) policy. The MAP policy is intended to (1) protect independentAMSOIL Dealer and retailer margins so they can continue to provide exceptional customer service befitting the AMSOIL brand; (2) maintain the premium standing of the AMSOIL brand; and (3) avoid unnecessary conflict in the sales channel.