I neglected to mention that the mail order resellers demanded we provide them with product at 50% of the price we retailed it. So, if we lowered the retail price, we'd also have to lower the wholesale price.
Nobody was being stupid here. Or maybe I should say that one learns the ropes fast or goes bust.
I am pointing out that your example includes risk transference. Unless they also charged you for shipping, storage, and returns.
There is a difference between "let me buy from you and I need room to make a profit" and "you can sell through me but you bear all costs but I still want my profit".
Or you can not be on Amazon but "just don't sell Windows if you don't want to pay extra" didn't work for Microsoft...
Amazon charges for all of those things still. This isn't 50% off and we deal with everything it is ~50% but you still take all economic risk.