MSRP and MAP pricing are there to protect the companies profit, which in turn protects their employees, distributers and dealers. For some reason folks seem to think there aren't laws protecting consumers. I can promise you the hoops a company has to jump through to set pricing is extremely expensive and time consuming. Then retailers (online mostly) break the company's pricing policy rules which makes the situation much worse. In the end a small percentage of folks feel good about the deals they get but it hurts the overall economy and job prospects.