Because they call it the "manufactuer suggested retail price" they are not price fixing merely suggesting we all know it's legalese to cover what they do but it's enough. I don't agree with it much like everyone else I see it as my job as a consumer with a brain to get the best deal I can and if yihi have a problem it should be with the seller never the customer. That said the sx mini is a very successful product and demand will always be high and even though I don't agree with yihi on their pricing rules I'll still be buying an ml class.