Are local gun stores suicidal?

[cj]

I really like to support local as much as I can, but I'm concerned about some business practices I've seen locally, and wondering if anyone can explain a different perspective?

As a case study, I recently picked up a P365XL, and want an optic for it. A local shop reported getting in some Sig Romeo Zero sights in...far from top of the line, but I figured might be good enough to try one out for a while before upgrading. I saw these on sale online for $160 last week, can be picked up easily elsewhere for $190, and have an MSRP of $220. As I'm happy to pay a little more to support local, I figured I'd be paying MSRP.

I get there, and find them marked $270. I can understand higher markup for low supply items (after all, mark things too low and people just buy to resell), but these are plentiful out there.

What is the thought process here? Is it an attempt to hope people don't know any better in the buying frenzy just to get what's in stock? In my view, local shops have a limited number of people coming through (unlike Cheaper Than Dirt and the constant supply of people online), and even if someone DOES pay that price, eventually there's a good chance they're going to find out and are going to remember, and what's going to happen to stores when demand drops down and people start avoiding the places that they feel jacked up the prices on them? Not talking ammo and such here that's gone up everywhere and is in high demand, just other accessories that are still plentiful

Am I missing another perspective here?