I used to build and manage ecomm sites. We had several manufacturers/brands that we had to agree not to openly display a retail price below a certain amount. I

I used to build and manage ecomm sites. We had several manufacturers/brands that we had to agree not to openly display a retail price below a certain amount. Incidentally, for almost every brand in our industry, that number was 1.8X listed wholesale. We could sell for less, but not list a price of less. Implementing "add to cart to see price" was good enough at the time to keep them happy.