Manufacturers all have rules about how their products can be priced. One type of control is called MAP, which means Minimum Advertised Price. Dealers must sign agreements with manufacturers that included statements that they will not advertise pricing below MAP. If they do, they risk loosing their ability to sell that manufacturer's products.
The main reason for this is to even out distribution. If one dealer is allowed to under-sell the others, they have an unfair advantage and the others will eventually not bother with the product, which limits distribution. More dealers is always better, so long as they aren't competing for the same market.
If a product is good, and people like it, they will pay "list price" if that's what the product sells for. There's nothing wrong with "list price" if you get what you want.
Some people need to feel like they are getting a deal when they buy something. They spend hours on line searching for a price a few percent lower than anywhere else. Thing is, if you find an unusually low price on something, there's a reason, and you should worry more about that than about getting the lowest price.