Another potential reason- especially for a reseller- is that they don't want to get commoditized. If they're just reselling x product and every reseller puts th

Another potential reason- especially for a reseller- is that they don't want to get commoditized. If they're just reselling x product and every reseller puts their price on the website, then one party will cut the price a bit, then another party will cut it more, and pretty soon it's a race to the bottom. Opaque pricing and an air of mystery helps them preserve margins. Just like healthcare, come to think of it. Good luck finding out what the cost of procedures are at each hospital or provider