It's exactly the business of a retailer to decide on how much its sells goods for. That's one of the single most important functions of a retail business. It can also be great for the consumer--do you think Wal-Mart would have just as low of prices if the prices were set by the manufacturer?<p>If you want to be able to set your price you just open your own store. Retail isn't as fun of an idea at that point though, there's a lot more to it.