When I was a bike mesenger we would get parts at wholesale, the markup to the comsumer was sometimes 100%. If we didn't get our parts wholesale I would have never been able to aford to be a mesenger. I would get pissed at the markups because I was poor and depended on my bike, the whole sale place didn't always have what I needed. I think the manuffactures see there gear as a luxery item. Luxery items have high markups.
With a small market the manufactures can control it, however, even large markets are targets for manipulation.
The solution? Think Darwin. Those who adapt will thrive and the ones who don't will die. the retailers and manufactures got caught with there pants down. Tough shit, didn't the see Amazon.com?