> That's normal for MSRP though. If 50 websites sold a brand, and that brand had a MSRP, and one brand undercut that MSRP, the 49 other sites are going to send

> That's normal for MSRP though. If 50 websites sold a brand, and that brand had a MSRP, and one brand undercut that MSRP, the 49 other sites are going to send it to the brand and write of a cease & desist to that one site. No clue what you're talking about here... MSRP has NEVER been a REQUIRED price to sell at. MSRP is generally the MAXIMUM price an item is sold for, with a healthy profit margin baked-in. If 49 retailers are colluding to keep prices at MSRP, they're breaking the law and are bound to be caught and heavily fined for doing so. What manufacturers try to enforce is a MAP (minimum advertised price). However, the MAP is still NOT the lowest price one can sell a product for, only the lowest they can advertise the price at. When an e-Commerce website doesn't prominently list a price, but instead says "Add to cart to see our price" it's because they're selling it below MAP. That is still perfectly legal, there aren't 49 other retailers out there ready to punish them for doing so, and the manufacturer can't do a thing as long as they don't prominently advertise that lower price. The "street price" is almost always below MSRP, and it's not very unusual for it to be below MAP as well. Both MAP and MSRP represent pricing levels/suggestions by the manufacturers to the retailer; The retailer is not bound to use either price, and can go higher or lower than either; https://www.liveabout.com/map-vs-msrp-pricing-1564214