For those who want to stand on the edge of success a game of chicken must occur. Those who are willing to risk more generally can receive the greatest gain as they are willing to fall in between. They push their businesses past the comfort zone to find inventory of an in item that know one else will dare look that way. They make investments in areas that are past 52 weeks. Sometimes it pays off big time but other times others will criticize their reckless behavior. In the end the game of chicken is a business practice for those willing to take the leap.