Please keep in mind a few things. There are vastly different margins (i.e. potential profit) in certain brands. When was the last time somebody advertised Dozier knives below retail. Yes, it has probably happened somewhere (maybe even at a gun show) but, how often? Now consider why Wal-mart carries the brands they do in the sporting goods section.
Most dealers are not out to scalp people, essentially stealing their money. They invest their time, effort and, money in finding quality products at a fair price. Also, when you go to Wal-mart or a Gun Show, how many of them will discuss your needs - why this steel is better then that one for your intended use - why this knife pattern over that one ...... It is a free marketplace and, you the consumer are free to spend your money anywhere you want but, please realize that most dealers are not getting rich by artifically inflating prices beyond their true worth.
I too would like to see the knives the quality of the Sebenza priced like a Buck, or Benchmade, or Spyderco but, as discussed in another thread dealing with a similar topic you just can't do it. There are many companies out there that would seize the Sebenza market if they could put that level of quality in at a lower price. So far I haven't seen it and, yes I aware of the Benchmade competition.