I work in a bike store and have something like 45% discount. I bought an item the other day and later discovered that I paid the same price (after discount) as all other stores charge for the same item.
So mark up for this thing is around 500%.
As for internet prices. Well, if you live in Canada, then most of the time it is not worth buying from ebay even though the price may seem "awesome". With shipment you'll often end up paying more than at a local store.