Originally Posted by urbanknight

You're reading the price tags. The shop probably NEVER offered it at MSRP, but they'll list it as marked down from MSRP so you think you're getting a huge discount. Performance and Nashbar are the best examples. They always sell the Bell Alchera helmet for $39-45 depending on their mood, yet it always says "reg $84.99". They have NEVER sold it for $85 and neither have most local bike shops.