Whether JL Audio or Wetsounds or from many others, there are advertising guidelines such as MAP, Minimum Advertised Price. Beyond that, setting the 'sell' price is restriction of trade.
Most dealers respect the manufacturer guidelines as well as the rest of the dealer community and do not discount within the context of advertising. Many of the heavy on-line discounters are not actually authorized dealers.
Wetsounds has a business model where they support their dealers so that their dealers take care of their customers. And the Wetsounds support to dealers is stellar, which is why there are so many more domestic Wetsounds dealers.
Wetsounds leaves the discounting to the dealers.
There is a major misconception that Wetsounds pricing is not competitive in the sense of discounts. Not true. You will find the exact same bundling packages, forum discounts, zone discounts, and system discounts.