10% of msrp isn't much, once you account for all the markups prior to that. 10% street price comes to even less, of course.
I have no issue with the cost being for all practical purposes equivalent. But for savings of less than a buck or two, which I consider of little import, I don't expect people to act like they are getting some great deal.
But now you're mixing apples and oranges. 10% of street price isn't "less than a buck or two," is it? Allow me to play devil's advocate here (I deal with a lot of people on the internet, and some of it rubs off
If one online dealer is selling a knife is $100 and another online dealer is selling it for $90, and all other things being equal (shipping cost, reliability of the dealer, availability, return policy, etc.), almost everyone would choose the cheaper dealer. For the dealers, it's very significant.
And for manufacturers, their cost has a direct bearing on their price to dealers (or distributors, depending on the industry). Although no one else can offer their knife (since they have the trademark on their brand), there are often substitutes for their knife in the form of other brands that consumers see as equal.
When you are a manufacturer, unless you have a monopoly because of a patent or something like that, costs matter.