Retailers are not allowed to advertise EQ7 or EQ7 Upgrade Packs for less than the Manufacturers Advertised Price. Or, they won't be dealers for EQ anymore if they do. This applies to stores, shows, and internet dealers.
EQ6 and earlier versions can be advertised at discounted pricing.
You can contact dealers (like us) directly to see what kind of discounts they'll give you on these products.