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you'll find *very* few circumstances where a supplier will sell you 1 item for less than what it goes for at retail. the supplier will probably sell it to you for MSRP, and retailers discount the MSRP to give you an incentive to shop there. maybe it's different in UK, but that's how it is in the US.
this is in the supplier's best interests. they don't want to have to deal with shipping items out to individuals all day - if they did they'd be in retail themselves, mail-order style. they want you to go to the retail shops and buy it from them - someone else to deal with the customer, handle the checks/creditcards/chargebacks/bounced checks, etc. so i think your analogy is flawed.
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