"Everyone wins but Wal-Mart."
WM doesn't make money on selling MOs. WM doesn't plan on making money selling MOs. The reason they sell MOs is to get people into the store, and once you are in the store, you will purchase other things that do make money for them. This even applies to MSers, sure most of the time we are in and out just to get our MOs, but every once in a while, since we are already there, we pick up a bunch of groceries (they do have decent prices for many things).