Which distro u directly bought from?
Its just an example. Plus buying direct from distro doesnt always mean they will give you discount, I gong gong buy my Lian Li PC-A05FN from Niceday at SRP last time so they earn retailer margin also, when I could have probably gotten cheaper from TP

And its not just customer base shrinking, the retailers' margins is really so thin I'm really amazed how many of these shops are still surviving despite the dog-eating-dog competition.