...I have noticed that there really is no consistency in pricing - some include the gear rental in the cost others don't, some include the course materials in the cost others don't, some want you to buy more personal gear than others, and some include up to 8 certification dives. ...QUOTE]
If you take the price for the certification course and divide it by the number of open water (ocean) dives, that would give you a better idea of the value that you are receiving. Some shops give you 4 open water dives only. Others will give you 5 to 8.
Some stores will rent everything to you except a swimsuit, others will require you to buy certain things yourself.
Some stores give you credit for your rental payments towards subsequent equipment purchases.
All stores will want you to buy equipment from them eventually. You can defend yourself against this pressure by saying "but I don't know what I want yet." They will counter with some type of discount offer to tempt you more. That should not change your answer however. It will take time before you have any idea what you really want and need. Renting as much as possible for the longest time will give you the best experience in making up your mind about what you really like and want.
Have fun shopping around!