Keep in mind, I never charge shipping to GJ members.
Ugh, a little too late. I bought through Lowes (OP was in 2010).
I was faced with Lowes+ Sales Tax + Red Flakes (to add to standard grey scheme- from a completely other supplier including shipping) = $485
or
Pay premium at manufacture direct + shipping (which on the E-C website at least is $$$), but include red flakes as part of the color scheme. = $496 + $78 shipping = $574
If GJ members get free shipping (maybe put that in your signature) then the difference would have been negligible. E-C needs to bring down the price to provide incentive to buying from a small business (not sure what their Lowe's contract stipulates).
When I call and say "I am looking at a kit through Lowe's, what does it include?" Chime in and say "Buy manufacture direct and I'll knock X% off the price."--- or,just be lower priced manufacture direct to begin with, because I clearly already know who the manufacture is. After all why provide the customer support for Lowe's (isn't that what the $17.50/hr DIY "experts" in the store are for), and then lose a sale(profit margin) based on $

(I should charge for that feasibility, business's pay astronomical prices for "analyst" etc...)