Scubapro does have different dealer cost levels based on sales volumes, but unless the dealer is moving a lot of volume, the price difference is not that significant - it is only a few bucks for the average regulator.Depending on the LDS's sale volume per year, the dealer price varies. As I recall, SP calls, Level 1, Level 2, Level 3, etc.... Yes, the more you can sell SP per year, the lower dealer price you can expect.
Have you ever seen the SP dealer price as a customer? You will be shocked?...
...For example, as I recall, U.S. SP used to ask at least 20~30K initial order for the new dealer. It is a big money for the new LDS (probably small size) and it is all debt to the new business entities. This kind of LDS can be another good LP source depending on their financial pressure.
Scubapro is no different than other companies in terms of markup. The entire scuba industry is a low volume market and a 100% markup is more or less standard on large ticket items like regs and BC's regardless of the company. It is also true that most customers don't see the dealer cost for Scubapro, but then they don't see it for other scuba companies either - or for that matter they do not see the dealer cost on milk, cookies or new cars (dealer invoice for a new car is NOT dealer cost.)
You are correct that the average customer may be shocked, but when you consider the dealer has to buy it, stock it (often for months) and pay for sales space and staff as well as the other full service dive shop services that are required of a dealer, that 100% markup is a long way from being 100% profit.
I know of at least one shop that only had to invest 7K in an initial order, but it was in a small market. I think that is a smart move on SP's part as I think you are correct that pressure by companies or sales reps to buy more than dealers can sell locally ends up being an incentive to sell some of it under the table to LP.