Andy Sabisch said in another post that he checked with Minelab and the 15% does NOT come out of the dealer pocket. Minelab absorbs it themselves.
I agree- to offer a military discount only off MSRP when the real world street price to any joe blow is already the same is disingenuous and insulting.
If a guy who has never got off the couch playing video games in his mom's basement can buy at a real world price from a dealer, then someone who has served & suffered for our country should get the discount off the real selling price.
Would I expect the dealers to have to take a loss on a sale for that? No. But if Minelab is the ones authorizing / advertising a 15% military discount, and taking the cut off themselves- then they should actually do that. Otherwise it is a advertising gimmick at best.
This holds true for ANY establishment that offers such a thing. Box stores, restaurants, etc. Either we've earned a true benefit or we haven't.
If any dealer is willing to do that- they will earn my business. Lets see who steps up to the plate and does the right thing, if any.