I also don't want to be spending $100 on an Athleta or Title Nine swim suit for my kid when I have a hard time paying that price for a 13 yr. old (and I need a new suit myself this year and swallowing that $100 price tag is hard for me and I am 38). My kid might be the odd one but I couldn't take her even at 10 into Title 9 or Athleta to shop because that is where mom shops, just like she doesn't expect me to shop in the tween/juniors dept. at Macy's. I can't see that changing anytime soon IMHO.