Actually, yes. It's part of your dealer contract along with a five figure opening order. Like St Croix, NFC dictated what a dealer can sell their products for. St Croix's pricing is MSRP for retail customers and 40% off MSRP for wholesale, no exceptions unless a model is discontinued. I seem to recall NFCs wholesale being somewhere in the 25% off range and dealer cost was 45% off. So basically the general public can buy them for less than their dealers. I can't speak for their current practices as I've given up promoting their product.