I would think if you went into the bike shop and showed him the Serfas site that shows the $22 MSRP, he would almost have to give it to you for that price. If not, I would put it to him kind of like an ultimatum: "I like to support local businesses, but if you're going to insist on charging nearly double the manufacturer's price, I simply can't afford to shop here." Then it's in his court. FYI, for bike accessories and parts like tires, there is about 100% markup built into the MSRP. The LBS is probably paying $11-13 for the tire. If they charged you $40, they made over $25 PER TIRE on you. It's cool for them to make a fair profit, but I think 200-300% markup goes beyond fair profit.