Subject: File Number S7-15-10

October 27, 2010

Good Afternoon,

I understand that the SEC is considering allowing Broker Dealers to set their own sales charges and commission structures.

While I don't know all of the implications to this change, here is one of my concerns:

Whatever you do, please, please, keep it simple. Investors and investment advisors are overwhelmed with regulations that complicate the process.

If your outcome is to help the majority of investors, do not create a system where every B/D in America has a different or potentially different sales charge.

"Almost all quality improvement comes via simplification of design, manufacturing... layout, processes, and procedures. " Tom Peters


Edwin A. McKnight, LUTCF
Investment Advisor Representative
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