Making a solid profit is fine, and I don't think that anyone involved in this discussion has a problem with that.
However, purposely low-balling someone on a trade and attempting to take advantage of them during a weak moment of GAS is a shady practice that I don't approve of.
If you've ever been involved in any type of "traditional" sales training (think methods that were developed by door-to-door salesmen in the 50's), then you know what I'm talking about.
Pulling the wool over people's eyes has even spread across the board to new products... MSRP on products has become horribly overinflated in proportion to actual manufacturing costs, and with the current "standard" 50-60% or more in profit margins across all parties involved (manufacturers, to distributors, to dealers), a product that might cost $5 to manufacture winds up with an MSRP of $50. And that's a best-case scenario.
That's why I have so much respect for Mesa/Boogie, and that's why a lot of dealers hate them. Their MSRP is an ACTUAL MSRP. It's not an overinflated arbitrary "value" set by the people who made the thing... it's what the thing is actually worth based on reasonable profit margins added to overall manufacturing costs. I've seen dealer cost on M/B products and I've seen relative manufacturing costs too, and the profits to be made are frankly quite modest... but definitely fair.
The only reason why people get so upset that they can't get a "deal" on an M/B product is because they're trained to feel like they should be getting a deal, since they "feel" that way when they buy everything else. There's this imaginary room to move on the price everyone has become accustomed to. "Hey, look at that tuner!!! The MSRP is $99.99, but it's on sale for $49.99!!! I need to buy that thing!!! It's HALF OFF!!!"
Little do they know, dealer cost is $18 and manufacturing cost was $3. But as long as the customer feels good about the purchase, then everybody is happy, right?
Ok.... rant over.