You have sentimental feelings towards bikes shops and feel good about paying full price. I can understand that. But, I don't see why you should criticize leak for not having the same feelings. Lots of people work hard and make less than you do (many car dealers included). It's not the consumers job to worry about whether the other side is making enough profit. Businesses can take care of themselves. Sometimes they won't sell at a low price because they don't want to set a precedent for negotiating. But, often times, it's profit-enhancing to price discriminate a bit and charging the rich guy full price while throwing in some free accessories for the frugal guy. There is not need to guilt trip the frugal guy about it.