Yes, and for those of us at a retail level, it sucks having to deal with it.
Wolff Steel makes one line of gas fireplace, but markets them under two names - Napoleon & Continental. Except for the logs and a few trim options, they are identical. Same firebox, same burner, same warranty.
Napoleon is sold through specialty fireplace shops, and Continental is sold through heating contractors. Because the heating guys don't bear the overhead of a showroom, the Continental sells for about 20% less than it's twin brother.
The issue is that the logs in the Napoleon aren't 20% better. The same goes for Heatilator & Heat'n Glo. [/rant]
