Because they want to rip you off. I find that its very rare if you go to an aftermarket auto store (i'm talking a mom & pop operation, not a big chain), that they will even have the products in the store marked with prices. They always want to wheel and deal with you. They'll give you an insane price. If you pay full price, congrats, you're a moron. Otherwise, you have to deal them down. I find this with stereo shops also. Now maybe if you know the owner, or you buy from the shop a lot, then they will start to cut you a deal. Same goes for retailers online. If you haven't done your research, they will most definitely take advantage of you. Thats why you have to call up and say "oh yea..well i got a price of xx.xx for x product from the other retailer, what can you do", and go back and forth. If you talk your way down to a great deal, they might not want everyone else getting the same deal, and they'll try to recoup some cash on the next moron. Also, if a retailer posts prices online, other retailers selling the same product can automatically see what the competition is selling for, and offer better deals.
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