so the name fits.
and you're wrong about alot of that pricing lecture. i went to college, lol. we're not all dumb kids here
the price given by manufacturers is a "suggested retail price". different shops can choose to or are forced to sell at different prices because of outside variations that affect their business... like their location, town regulations, demand, standard of living in that area. some shops are forced to sell at less mark up and make a smaller profit margin
so yes, when oakley tell the shops suggested retail on that crowbar goggle is $120, a shop in aspen can sell it for $140 and a shop in southern ny can only sell it for $115 or nobody will buy it. both shops may still buy it from oakley for $90, and unfortunately the ny shop owner only makes $25 off it.
but then again his mortgage on his NY suburb house is only %60 of the other owner's same size aspen home. (oh, and sports authority probably gets that goggle for $80)
so yea, the sports exchange may be forced to sell their products with less mark-up at a cheaper price, because times are tough for historic truckee small business owners
go back to school cougar