The dealer/contractor has always been considered the front-line representative of the hardwood flooring industry. Consumers continue to be tantalized with the multiple potential products available from our progressive hardwood flooring manufacturers. The buyer relies upon our expertise and advice before making a buying decision that is intended to last a lifetime. There is definitely a fine line between overselling and understanding the fundamentals and characteristics associated with all hardwood flooring. Synthetic floor covering products must be consistent in visual appearance. Natural hardwood flooring offers the customer an installation composed of variations that cannot be duplicated. The opportunity to purchase an "original" vs. a "reprint" has always been a determining and driving force for our industry.