On September 26, Firewire Surfboards announced to its retail partners that it will no longer be including fins with its boards. The company says this move will enable it to offer a lower MSRP to its customers as well as a better margin for retailers. This decision is sure to spark discussion as it's a departure from the traditional way that boards are sold. Stay tuned to Transworld Business as this story unfolds for interviews with Firewire CEO Mark Price and key players from the surf accessory/ fin market.

In the latest issue of Transworld Business I wrote a feature about the impact Hollister has made on the surf industry and ways that the endemic market can defend itself against the fugazi "surf brand"/mega mall-based retail chain. We usually don't publish such lengthy articles online—it's around 4,000 words plus a sidebar—but having seen it referenced on more than one surf-related message board online, I decided to post it in its entirety. So here it is.