Exactly this. Macron will likely put a RRP on the label, the club doesn't have to sell at that price. Just as we did last season.
If people don't buy (or as demand slows) we will likely reduce our price too.
Each club has a totally different deal with Macron over quantity, quality, extras/customisations that might make manufacturing more expensive.
At the end of the day we don't sell them to just break even on a balance sheet, it is a balance on supply and demand and maximising profit.