How many people here walk into a car dealer and pay full list price? Thought so.
The part missing from this discussion is rampant price fixing in the bike trade, and yes I used to work in this game so I know the story. The number of times someone said they don’t discount as the supplier said they are not allowed to is incredible, despite that being totally illegal under the competition act.
I don’t haggle on a 26p tin of beans, I do on a £2500 Bike, and I do on a £5M software order (Where you can get 85% off!). If you don’t want the business then that’s your choice, your competitor will.