There was never a "need" for dealers to charge crazy amounts like they were (still are?), this is based purely in greed.
I applaud your efforts to run a business without the need to gouge at every turn. Very refreshing.
Our slogan is... "Redefining what a gun company SHOULD be, by defying what others have done." The gun dealer market in this country is the way it has been for decades. Everybody complains about it. We decided to do something about it and open a store and doing everything differently.
Take ammo for example. I have .22LR in stock that is 11.8 cents a round. I could be charging 18 cents a round. I have .223 in stock that is 44.7 cents a round. I could be charging 58 cents a round. Just because I can, doesn't mean I should...
Our philosophy is simple: treat the customer right and they'll come back. I don't need to charge you a ton of money on one sale because I know you'll be back time and time again. I'll make my money in the long run. I want you to come to me to get every gun, every round of ammunition, every cleaning kit, every accessory, and take every gun class from me. I will do whatever it take to earn your lifeline business. It's that simple.