I might have created a mess (mis-understanding). in business, when you fix a price, whether buyer buy direct from the manufacturer or agent/distributers, all should sell the same price, but if through agents/distributers, Agents/distributers get commission, and sonetimes, the agent/distributer may give discount by giving away part of their commission, but the manufacturer can not sell lower to undercut their agents/distributers.
For example if you buy an Iphone direct from Apple or through Challenger, you pay the same price, challenger pays Apple distribter price because they need profit, distributer can sell lower but manufacturer can not sell lower then the listed price to under cut their agents/distributers. for the case of Iphone, Apple disallowed their distributers to give any discount, but Nikon, Sony, Canon, or Rolex, you might be able to buy cheaper from the distributers then buying direc; the manufacturer will sell you at listed price.
I am giving Scubsg forumers special early bird discount and early bird discount must have time period.
I hope I have clarify the situation.