Dealers are there to make a living from what is their business. Therefore they have to have a margin.
On some occasions I've been prepared to pay that bit extra for something I consider worth it.

Some of the best buys I've had at the old Bisley arms fairs, and latterly the Kempton fairs have been dealers. The best of those, is sadly no longer with us. Many will know who I mean.

I've seen guns at prices I've considered expensive, only to see them happily snapped up by buyers, not miserable because they've felt fleeced, but because the dealer has sold them the best example of what they could hope to find.