I've done boats, bikes, RVs, cars and trucks. It's really quite simple. The bigger the prospective audience, the cheaper the cost.
Go into a Home Depot and pay less (or Amazon). Go into a Camping World, Kawasaki dealer, or West Marine and pay more.
I will not try to defend the pricing I find at West or CW, but I am happy when I need something RIGHT NOW and they have it on the shelf. I don't think we want to force them out of business.
You can use the same analogy of what happens when a Super Walmart comes to town and their impact on grocery stores, hardware stores, tire stores, etc.
Tim