Brad,
I know I will be seen as biased posting this up. I am not saying where you should or should not spent your hard earnt $$ - but here's a few reasons for you to consider towards your actual question:
There are many many internet only shops online - some of these don't carry any stock (ie no overheads) and literally dropship from the manufacturer to you. But they buy at the same wholesale price and thus will often massively undercut the advised RRP from the manufacturer. To the point that some sell items for only a few dollars more than the wholesale price.
Some manufacturers have tried to address this with MAP (Min Advertise Price) policies - but there are ways around that.
Some of these internet only shops will also often simply run a website as a "side business" so again they don't really care if they only make a few bucks.
Nor do they have the overhead of rent/staff/coffee/etc
Shops outside Aust do not have to worry about GST or duties or even public liability insurance for products sold outside USA.
Anyhow at the end of the day remember there is often much more to a transaction then just a "Buy-it Now" button
