NF controls the prices. All dealers get a decent mark up and if a seller undercuts the margin, his wholesale prices go way up. I happen to know a dealer who complained that a large, well known shooting compenents and parts retailer was selling under the table by giving customers his super low price with just a minimum mark up. You had to talk to the owner in person and answer some questions to pass his muster and get an unbeatable price. My friend, also a NF dealer, complained to NF and they knocked this guys margin in half for 2 years.
Some charge more than the NF minimum. Check around and take the best price.