gruffalocrumble That’s not the case with most of the dealers out there the levy is the benefit they get for the easy business they receive (cycle scheme). Glad you’re happy with your purchase but to be charged a different price from paying cash is profiteering.
I would argue that it isn’t “easy business”, just another way of paying. The shop still has to do all the same stuff it would do with any other customer or bike purchase. In fact, there’s more for them to do – extra paperwork etc.
That said, the scheme may have generated a few more people through the door, but if the shop is not making money on the bikes (i.e. Selling already discounted bikes with a financial penalty) it turns into a pointless paperwork exercise that costs the shop the price of the wage of the salesperson.
As mentioned above, if I had to spend £99 to save £1000 off the ticket price and have an easy way of paying that save me a bit of money from my wage then I’d be quite happy.
Edit: there’s a big difference between making a profit (the reason the shop exists) to profiteering.