There was a great old "mom and pop" camera store in my town in Upstate NY. Literally they were a mom and a pop. He sold Nikons for decades. One day he saw a model he handled, for sale at Walmart for less than Nikon charged him.
He called Nikon up and explained the situation. Nikon's reply was something along the lines of "Well, you by 5 a year, they by 50,000." My numbers are just made up in my head, but you get the idea.
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