Wholesale cost + 100% = retail cost. This being the general formula for all of retail and their suppliers. The price generally doubles at every step along the food chain from sourcing raw materials to manufacturing right up to the store. This maintains so that each company gets to make a profit and live to sell another day and keep it's employees. I don't mind haggling but I'm not going to demand that some shop somewhere match a webtailer's price. If the shop has a lower overhead, you may have a better shot at a deal. If you are a regular, same thing. I'd laugh if someone came into my buddy's shop with a price list from a website. Apples and Oranges... I wonder how much many folks end up paying factoring in interest on their credit cards.

Not to mention the service level I'll get from a shop is soooooo worth the extra one pays.