Originally Posted by Psimet2001

It's not really that simple. It is customary in the US in just about all markets to never charge over list. It is generally considered an insult to do so and has gone a long way towards ruining brand reputations - regardless of the fact that it was the dealer who was charging the higher rate.

I cite my industrial work when I was setting up dealers for our industrial products. When they charged over list price it would destroy our market share in the area. Even if we removed their dealer agreement and set up other dealers in that territory with deep discounts it would take a long time for us to gain our customer base back.

EDIT: To go a step further your thinking can go both ways. The manufacturers have established the pricing at wholesale as well as the MSRP in such a way as to set up a viable margin for the dealer. If the dealer doesn't like it....he doesn't have to sell the product.