What's sacrosanct about the msrp? That too is just a judgment call, no better or worse than anyone else's retail price. Retailers operate in all sorts of contexts, with wildly varying costs, and offer customers varying conveniences and benefits too. They should price things in whatever way makes sense for their business. And "buyer beware" would be like #4 on the ten commandments of capitalism, so to speak. And it's easier than ever nowadays to do a quick check to see what a product is selling for generally. Seeing an item priced too high and finding it cheaper elsewhere is a dance as old as time. Another guy content to buy it at that high price, for whatever reason, is also a dance as old as time. Same dance floor.