Yes, it's true that the price to dealers went up. But not as much as the MSAP increase. Here is an email from Minelab explaining how the process works, this is regarding the price increase on Explorer 2 several years ago, which many companied about and Minelab lowered again:
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Your email concerning the Explorer II has been forwarded to my attention.
With all due respect, your comments are incorrect. As a manufacturer, Minelab has not, can not and will not dictate retail prices to our dealers. What we can do is SUGGEST a minimum advertised price in order to preserve the high-end value proposition of our products. Once purchased from us, a dealer is free to sell Minelab products for whatever price he or she believes is appropriate.
In reality, we have increased our prices to dealers only marginally, in part to cover our increased costs for transportation, parts and other overhead items.
We raised the minimum advertised price in response from requests by our dealers primarily due to items being advertised on the internet. The actual price increase for this particular model was literally pennies.
I hope this answers your concerns. You are welcome to contact me directly if you have additional questions or concerns.
Thank you for your support of our products.
Vice President, North America
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There you go folks, the dealers can sell them at whatever price they can still make a profit, and it's a tough business out there lots of small business costs to cover so I am sure they all welcomed the MSAP increase, but maybe not because not as many people are going to call them asking to buy a GT since it's "out of their price range" even so if they bargained a little they could have got a better deal!