I can tell you have never dealt with the wholegoods side of OPE repair. The thinking that dealers are making a killing on selling wholegoods needs to end. I would suspect that the dealer cost off of retail is in the 7-10% range. So that $200 discount may put that mower at dealer cost or maybe even slightly below.
When Makita ended the gas power equipment line of products, The dealer markup from cost was 5%, unless you were doing over $15K in sales a year then you were entitled to 7-10% And in some cases the markup from dealer cost to MAP was a large profit margin of a $1.