It can depend on the LDS as well. I'm currently shopping around for a BCD and found the item on-line for $300 less than my LDS has it listed for. I spoke to them and the owner said that if I dive with him and a few others on Saturday morning we can negotiate price on the BC. A definite win-win situation. I get the BC that I want at a price I can afford as well as the dive experience that I need.
At another LDS (where I purchased mask, fins, snorkel) I encountered an entirely different attitude. Soon after leaving the store at the time I purchased the gear I've mentioned I discovered that I was charged $17.00 for the $170.00 pair of fins. I returned and told them that I owed them more money, they were very grateful of my honesty. I felt that 1) I'd feel a bit guilty if I hadn't done so, and 2) I wanted to establish a good rapor with them as I expected to purchase more gear later, participate in dive trips, etc. I returned a couple of months later shopping for a wet suit. They remembered me and were happy to see me, again expressing their appreciation for my honesty. I bought the wet suit from them and asked if there was any flexibility in the price (about the same sticker price as other LDS's in the area). Even 10% off would have been appreciated. But no deal, the price was as marked. I was disappointed. To the credit of the owner's wife, she did give me a free wet suit hanger when her husband was going to charge me for it. I probably won't shop there again.
I made my next gear purchases at the first LDS I mentioned in this posting. They'll continue to get my business for whatever I need that they carry, and I'll refer anyone I know who's shopping for gear in my area to them.