I noticed this exact phenomenon when shopping for a new armchair recently. I found one I liked on Wayfair but wasn’t 100% sure yet, so I checked a few other sites. I stumbled across the same chair on Walmart under a different name for two thirds the price. When I got the chair, the box didn’t include an assembly manual (and the chair was very finnicky to assemble), so I did a bit more searching and found it on another site under yet another name, which provided a downloadable PDF assembly guide. Of course, the name on the assembly guide was also different, but it was the same chair.
Can you share the most egregious price markup example you’ve seen? Are there certain product categories with more or less price divergence?
P.s. I really like the “Load More” / “Load Forever” buttons. It’s a small but appreciated detail that gives me a feeling that you care. It really fits with the overall theme of your business: giving your customers options so they can choose what works for them. The trend of “corporation knows best” is getting really old, I'm glad to see people working to disrupt it.