MAP means Minimum ADVERTISED Price. It has nothing to do with how much they can sell something for. I get deals on Benchmade and ZT (I am a big fan of both) by calling or emailing dealers. A lot of times, it literally pays to go with the little guy because it's one point of contact you can build a relationship with. That's also how I get stuff as soon as it comes out, without getting gouged for it on eBay.