These costs can only be justified by substantial benefits. The fundamental reason firms give to integrate forward into distribution is to control the operation. However, from an economic standpoint, control per se has no value whatsoever. Control is beneficial only if the firm’s managers can use it skillfully to improve overall economic results. Manufacturers integrate forward (and resellers integrate backward) when they believe it will increase their profits. Control is psychologically appealing to managers (because they direct a larger enterprise) but goes against the interests of shareholders unless it improves profits.