For a direct manufacturer it’s a bit different than a shop. In most cases the shop will be buying in your bike from the distributor- your voucher for 1000 is worth around £733 after vat and the deduction by the provider. A bike that retails for £1000 probably has a cost of about £555. So you’ll sell a £1000 bike for £188 profit. For a shop that’s possibly ok as they just make an order, a bike arrives, they assemble it and make £188 risk free. However, for a company like Alpkit they spent that £555 a long while back in the expectation of selling it at £1000. They might have 100s of thousands of pounds tied up in stock that need to make a return. Selling it to you at less than a £1000 means over time all their bikes need to go up in price to cover all those c2w purchases – that makes no sense from a business perspective, so they charge you the difference.