It will push smart shoppers to other places such as AMain, eBay, RPP, etc. I go where I can find the lowest prices and I know a lot of others do as well.
Unfortunately, Hobbico has mandated the "no discount" policy across the board. Essentially, Hobbico is telling retailers how to run their businesses -- at least relative to Axial products i.e, they can't place any Axial RTRs or kits on sale. I agree a few bucks off with a coupon won't cost many sales, but 15% off of a kit at RPP adds up to real money, at least for me. I was in the market for a Bomber kit, just waiting for a sale and/or coupon deal at RPP. I know it's mostly principle, but I'm unwilling to spend $360 on a kit I could have purchased a few months ago for $300 or less. Bottom line, RPP & Hobbico lose a sale. I don't see how anyone benefits from that.