Furthermore, when the two goods are complements pure components equilibrium features higher prots for all the retailers relative to the pure bundling equilibrium. If the retail industry shares prots with the producers of these two goods in some proportional way, none of the producers have incentive to allow bundling as that would make the competition between retailers harsher and will lead to less prot for the industry. Lastly, assembling goods into a bundle is a costly exercise for retailers. These costs can outdo the small benets the bundling brings against randomizing competitors and sustain the pure components equilibrium
