MAP enforcement is essential if brick and mortar retailers are going to stay in business. And MAP enforcement is essential for companies seeking to maintain brand value and integrity. I believe both of those things are good for consumers.
Really? In my experience violation of MSRP is over, not under.
MAP is minimum advertised price. For instance in the old days lots of Herman Miller distributors sold online for a lot lower than what Herman Miller wanted them to so Herman Miller banned them from distributing their products. In the context of “brand integrity” the debate is usually about undercutting.