Precisely. We are much more conditioned to shop and compare with places that undercut MSRP, that many people would never run across anything selling at the actu

Precisely. We are much more conditioned to shop and compare with places that undercut MSRP, that many people would never run across anything selling at the actual MSRP. Even if you’re trying to do “research” to see how much something costs in advance, the MSRP is often obfuscated, even ok the manufacturers site. MSRP has always been a bit of a scam b/c it’s just showing what the suggested price is and the amount of markup between wholesale and selling to end users is variable — some manufacturers have historically been protective about what the price could be, but others have cared less. And now that many manufacturers sell direct to consumers themselves, even their own MSRP is often “slashed” as they sell at a lower price to compete with other retailers.