Well, to be fair, I think both models make perfect sense. But I don't think Amazon is necessarily more transparent. In case it wasn't clear, I was talking about list prices, not including shipping.

In either case, you have to go seek out the on-premise retail prices, and in fact this is no different than traditional price comparison shopping whereby you learn that different stores have different loss leaders to get people in the door, and if you really want to get the cheapest price you have to shop a lot of different places. I'm not sure whether Amazon's model of centralized distribution with direct delivery has greater economies of scale then the big box store model, but I'm worried people are blinded by Amazon's convenience and don't realize how often the prices are really quite bad.