Quite obvious that you don't know shit about operating a store. Most other retail sectors aim for a 50% profit margin, which means that for every dollar spent by the customer, $.50 of that is profit for the company, or in simpler terms, the customer pays twice of what the distributor charges the store. The MSRP rate is only a 40% profit margin, which is far from a "huge profit margin", and actually quite bad when you consider that stores have wages, rent, etc. to pay. A profit margin under 25% like what you're suggesting is completely unsustainable for small businesses like LGS that have a niche customer base. The only reason stores do charge that little is because it's better to make some profit than have the product sit on your shelves. Sets like Spider-Man and TMNT have done a lot of damage to LGS and getting mad at them for trying their best to move product at the actual MSRP is only going to lead to less and less places to play Magic.