rjm1982, you must not do much shopping for ANYTHING...ANYWHERE, besides maybe for food and clothing. This is not a deceptive practice, in fact, it's a very common practice among consumer goods manufacturers. List Price/Retail Price is all the same thing. Our LHS got caught trying to sell a Blade CP Pro for "Retail" price and got called on it big-time. The whole retail/list price thing is the company's way of trying to make the customer feel they are getting a deal when they pay the "shelf" price. NO manufacturer or retailer, with very few exceptions ^^^^, think they are going to get paid the List price. In fact, this tactic is also used in retail outlets. One sticker says "List Price", the other says what they're actually going to get for it.

Basing your decision on whether to buy FS-One or not because they list the Retail price on their web site is just silly. Make your decision on the merits of the product and not a pricing practice that has been used for as long as I can remember.