[TrevorJ]

It's possible the login gate is a necessary concession: many retail brands have policies in place that dictate a minimum advertized price. Publically offer the product at below that cost, and they will stop selling to you. They do this primarily to protect their other retail customers and to some extent, their brand image.

Crucially though, a brand will often times allow you to sell a product lower than M.A.P. as long as you deal directly to a customer in private. It's possible Jet has made deals with brands that allow them to sell under M.A.P. as long as they do it behind a sign in gate.