This isn't a super unusual markup. There's a huge amount of other costs which bring the overall margin down (e.g. even if you just looked at the markup retailer

This isn't a super unusual markup. There's a huge amount of other costs which bring the overall margin down (e.g. even if you just looked at the markup retailers use you'd think everyone should be in retail or trying to bypass them, until you look into the cost of warehousing, warranty returns, unsold product, 'shrinkage', etc).