Originally posted by monochrome That or it is MAP.
MAP?
If we're talking Manufactuers' Advertised Pricing, then I'd like to throw my hat in the ring and say that probably isn't the case. I've talked to more than one camera salesman about the lack of Ricoh/Pentax presence in B&M stores other than the Big Two in NYC. I also wondered why B&H and Adorama get away with selling lenses for $100 less than the MAP and at least one person indicated that unlike CaNikon, Ricoh doesn't enforce its MAP. What's more, I've heard the Ricoh rep for the middle of the country recently left the company, which in turn left my LCS twisting in the wind.
My guess is that because the Big Two buy in such volume and have such a market share, they probably are in the position to negotiate better pricing which is passed on to the consumer by having a significantly lower price than list. Either that, or they cut their margins where they can and make up for it in volume.