I don't mean to sound snide, but anyone in American business should take some time to become really familiar with this guy:
Adam Smith: The Concise Encyclopedia of Economics | Library of Economics and Liberty
It puzzles me that a store owner who offers reasonable FFL transfer services would resent people who take him up on the offer. That said, I have encountered this attitude during a visit to a LGS in my area.
Judging from the comments above from store owners, if a transfer is not profitable to you, why on earth are you offering it?
Is no money better than a little monetary windfall here and there?
Along those lines, if you are charging significantly more for a gun than someone else is online, aren't you effectively pricing yourself out of the market?
The run on guns from the 2012 election seems to be winding down. Supply seems to be exceeding demand at this point. At the same time, consumer budgets are diminished.
Have you adjusted your business plan for this change in the market?
*edit* Why on earth do you expect consumers to look out for your interests ahead of their own without giving them a good reason to do so?