Here's a beef: BikesDirect can say the MSRP is whatever they want because they ARE the manufacturer (sort of) and also the retailer. The MSRP in this case is meaningless except as a tool to make the buyer think he's getting the bike for half off, when really none of these bikes have sold for anywhere near MSRP.

I'd have no problem if they stuck with phrases like, "Compare to bikes costing twice as much!"