What I see, being in reatail myself, is the smaller guy pays a little more because they cannot buy in the mass quantity like the Walmarts, Cabelas, and such. We sell major appliances and furniture and get hammered with shipping costs, you have to make that up somewhere and still keep the lights on. We have a proshop here that is a tad high but, I will bring him my buisness if he keeps up the good customer service!!! You can get that bow fixed there or some arrows refletched where you cannot at Walmart.