Being a musician since the 50's i've seen changes over the years. When i started there were many local music stores, and they never had a sale on any of the higher end instruments. I still have two from 62, a Gibson ES 335 and a 345, too many amps etc. Of course all prior to the internet. But lets take something more current for many years Mesa Boogie has prices set at a Fair Trade price, rarely do they ever put something on sale, maybe a model that isn't selling well and they have too much inventory. But other than that you will have to pay the same price no matter where you purchase their amp. Now if you are a good customer at a particular music store, not many of them left, they may sweeten the deal. Back in 2000 i bought a MB Mark IV, great amp, the price was the same everywhere, after buying the amp the owner of the music shop gave me 4 6V6 power tubes, probably worth at the time, about $120.00 He said I can't sell it for less but I appreciate your business over the years.
I could see FX having a fair trade price policy, i think they do now, purchase direct or a dealer, same price, that gives the dealer's the advantage of offering free shipping and possibly tax free purchase. Also for their good repeat customers, they could throw in a mag or something, hmmmm. Which would give the advantage to the dealer and not be in direct overall price competition with FX.
Why buy direct? Maybe you don't like the dealers and feel better, think you'll get better customer/warranty service, location and are more comfortable dealing with the mfg.
If FX ever wants to discount a model they could announce it to their dealers and again, applies equally to their dealers, but probably still the dealers option to participate.
Personally, if i wasn't so old and would actually buy another gun, i'd like to buy it from a dealer, free shipping, no tax and then if there was an issue, send it directly to FX for repair/warranty.
Seems equitable.