when you compare the listed price of an item at west marine against a the price listed by an online discount retailer, the prices are not close at all..... but in most cases, when you include the cost of shipping into the price of the online retailers price, its within a couple bucks of the west marine price.... not always, but usually this is the case.
the online retailers arent stupid. they can afford to sell it for even less, but they dont because they dont have to... they usually know who their competition is and they price items accordingly and then mark up the shipping to within a few dollars.... west marine (and other retailers) has the ability to price match them, and still turn a profit (but maybe not enough to pay the overhead costs)..... but no retailer will sell something for less than cost just to get your business...
but there are extreme situations that really standout, and this is what most people remember.... from WM I was quoted $118. for a johnson lever, and from an online rigging store who sells rigging only, I was quoted $67.00+10.00 shipping.... WM matched their price, I went to the store and picked it up to save the shipping cost.... I paid $67 and WM still made money. so, yea... it is a bit ridiculous sometimes, but not always.