I think, for many of us (consumers), the price-tag looks very high, and there's a notion in the head — that comes form some unknown source — that haggling is typical in a bike store. Probably, then, we guess starting at 50% off is reasonable, and we'll eventually work our way to paying maybe 80% of the sticker. It seems, that doesn't actually happen, though: no shop I've talked with has even feigned humoring the notion of negotiating its prices.