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Everest Ice and Water Systems captures an industry that has grown from technological advancements. These advancements allow the industry to eat up the market share of older, antiquated distribution systems. For decades ice has been sold in ice chests at retail locations. These ice chests are filled on a daily basis by a regional distributor of ice who gets their ice from a large factory. This is a very expensive way of getting ice to customers due to the high human capital requirement to fulfill this system. Ultimately, this cost is passed onto the customer. Imagine if there was no distribution system. Imagine if you were the ice factory selling directly to customers. Where would those savings (also known as profit) go?