You have suggested retail and "dealer" pricing which varies. One example is years back my S&W distributor had different price structures depending on how much you were buying (when I had an FFL). If your a volume dealer you got jobber cost which was normal dealer cost minus 4%~5%. This allowed some dealers to sell closer to normal dealer cost and make an extra margin. They sold some models at shows for less than I could get them an my dealer cost at the time.

You have the big box stores like Walmart & K-mart that purchased Remington 870's and Marlin's at a pretty low "dealer" cost direct. I sold at cost to get more people shooting and for my own cheap supplies and firearms.Since there are fewer FFL holders now and less competition and your stuck for a cheap transfer now.

My last transfer (Silencer) my class 3 dealer charged $50. That's reasonable in my eyes but pretty steep for a normal 4473.