Thanks for the replies. From my retail days I know that MAP (minimum advertised price) is just that and has little to do with what an item sells for. MAP is to keep retailers from establishing permanent low margin prices. Many retailers with online sales just say put the item in the cart to see final pricing, MidwayUSA does this a lot. As far as good brands not needing sales to sell, true but sometimes a retailer can drive more sales and profits by putting a popular brand or item on sale for a short time, buyers jump on it because they know it doesn't happen often. Some brands are fierce about protecting their perceived value, I sold Oakley sunglasses and they were adamant about no sales, ever. You could attach a freebie to a sunglass sale for better perceived value but don't reduce the price. Oakley reps always showed up unannounced and if they found product priced under MSRP you would never get a shipment of glasses again. Not legal but how it was. From the uniform pricing of BM products from MSRP to max 15% off and nothing on sale I'd say something similar is in play. Not complaining just always curious how other industries do business. With such uniform pricing it comes down to the experience a buyer has with the seller, not a bad thing, and can give small retailers a way to compete with say Amazon.