The retail firearms industry is unique because there is little dealer protection on pricing. For most things, there is a race to the bottom and not enough room for decent margin except on "convenience items" where convenience + shipping will result in retail buyers getting things like cleaning supplies, targets, etc. at 40%+ margin. For everything else (except for large dealers that buy guns by the hundreds) there is no "secret source" that has the product for 25%+ less than an astute buyer can find the item for on the net. I even know of mail orders that discontinued a quality product line because there was no margin to be had. Even Dillon that does protect dealers (you can't find a Dilllon from an alternat supplier at the dealer price) only offers (last I checked) a 15% margin, I've seen actual dealer pricing on reloading supplies, and the only price advantage the dealer has is either free shipping/hazmat (for suppliers that run their own fleet of trucks) or amortization of those over large orders.
Now, try getting near an actual dealer price for other retail products (clothing, paint, boats, generators, hammers, cardinal grammeters, etc.) or even a look at a dealer price list. Not gonna happen if you are not actually in the business (and one man small operations will not fool the wholesale distributors or manufacturers).