As a former retailer I find Lark's comments a little one sided. I have seen when wholesalers reduced the advertised price but not their price to dealers. It is nice to say volume will make dealer more money but then you keep your markup the same so you make far more yourself. We found discounters that were getting better wholesale prices then we were. Then to make things worse the same discounters were telling customers to come to our shop for service and to try the products and then go back to them to purchase at a lower price. They saved lots of money by having us be there unpaid customer service. We could not compete. The wholesalers encourage this because they got more volume and many old and well run shops went under.