Pre hysteria you paid slightly above MSRP unless you were at a big box store. Now that sales for everything have gone through the roof dealers can name their price. I paid MSRP for my XDs and that gave me heartburn. While i was doing my paperwork i saw a husband talk his wife in to buying a Shield sitting on the table for $750...
The biggest thing pre hysteria gun people are running in to is all the new people coming in to the market who have never had a gun. As a result some dealers are taking advantage of uninformed buyers and making heavy profit.
Sting them where it hurts and write reviews online about the store and take your business elsewhere.