Without knowing more about the market, I suspect that - other than at SpaceX - commercial customers don't pay list price.

It's pretty well known nobody pays anywhere close to list price for airplanes from Boeing and Airbus. I've heard discounts as much as 40-50% for planes but the actual numbers are pretty closely guarded. Wouldn't surprise me in the least if this were happening in the launch business.

I'm probably not an "actual business person" though, for whatever definition you're using :)