Danbo - that's the way the Reeves intend for it to work, but reality is that one can purchase Sebenzas for a bit lower than the stated retail.
As an example, I recently bought a small classic. Prices ranged from $270 to $305. I paid the $305, mainly because I wanted to support a particular dealer I had worked with in the past. He has a "price-matching" guarantee, but would not match prices on the Sebenzas for the same reason that you posted.
Now why a dealer feels the need to mark the Sebenzas down? I don't know. They're worth every penny in my opinion. But then I'm not a dealer, and can't possibly know how the business works and what the real supply and demand with respect to Sebbies is...
Matthew