I see firearms as a commodity, and the market (micro market for a shops area) as a big determining factor.
We have seen superb retail prices at FS in Woburn, yet I just got a new SR1911 at my local (Tombstone) for a dollar less than what FS sells it at. My wife bought a Ruger 101 at FS that was 60 less than anywhere else.
At my local shop, most new firearms are priced about the same as other locals, but a good shop knows his customers and can mark down if he has volume, or charge a premium for a demand item. Factor in time and travel, your local may still be "a better value".
Being in Namnychusetts doesn't help us as s consumer with regards to prices, either.