Exactly! MSRP is the starting point because I see people paying full price at some high zoot LBS whereas I never do at others. Plus the affluent seem to enjoy paying the higher price for perceived exclusivity. Saw a $15000 Pinarello with $6k wheels at a LBS yesterday. The owner doesn't need to budge on price because some Ahole Wall Streeter will plunk down full price no questions asked so he can brag about how much his bike cost him. More power to him.