The Devil is in the details, and while this Kickstart Open Wire Tower Freestanding Rack looks simple, it does include a bit of devilishness. Look close at the base to see a slight widening of the feet to increase stability. Check the Wire Shelf fronts for add-on C-Channel, should the retailer opt for labeling. And a colorful Mountain Dew Kickstart header sign positively defines what you are looking at. So this is no namby pamby entry in the competitive aisle point-of-purchase area.