There's a reason for that - most places are not allowed to discount them. That's part of being a vendor for them - this is not an uncommon practice in retail.
My jeep club gets a discount at 4 wheel parts. Just bought a traildash and was told superchip won't let them discount their products. Only time it's on sale is if superchip puts them on sale. They also will not warranty their products if bought thru auction sites. Only authorized retailers.