Price paid for top end equipment

Hello,

I looked at a premium Audio Research preamp lately and it lists for about $13K. Max discount avail is 5%. Is that normal?

Also for other premium manufacturers is list price expected by dealers? (Rowland, Simaudio, etc).

Seems like 5 to 20 years ago 10% or more was readily available. Have times changed? Am I missing something here? Or do they need to charge list or near list (5% discount) to stay in business?

Or does the dealer want to off-put me so I don't bother buying there anymore?

Thanks,

Bill