Not a problem!

I do have a question, just generally for people- I have noticed that on some of the other forums people go about stating how they got a great price on an "x" from -name a competitor here- , and yet I will have the same item for usually quite a bit less. I know the online store doesn't exactly lend itself to someone without a bit of ambition finding something too easily (the Search feature works really well, mind-you)- but this sort of thing really perturbs me- especially when an existing, happy as far as I know, customer of mine posts things like this.

Recent examples I have noted- Shooting Chrony's, Crosman service parts, Dan Wesson 8" revolvers.

Anyone have any idea what sort of issue/circumstance causes this? It's not a search engine issue- the store often comes up way in front of -name whatever competitor here- 's websites. It is a bit puzzling to me...