Cancún Debate : Effective DPI

For someone who is specialisting in type and print I should really have noticed the Effective DPI of my first Cancún board 'Range' shot.  It is at 78 dpi...brilliant, even more brilliant as I have sent it o ptint over night just a few hours ago and I have £0 in my bank to reprint.  Hmmmm, a puzzling one, ill have a look tomorow, and it it really is that bad ill fork out.