Yeah, you have to figure it out for yourself. If you can't get full mark up then make it up with accessories that get a bigger markup.I used to run a retail business too. It's a general rule of thumb that cost is 50% of retail. Sometimes its more.
Ok...imagine a clickbait video here..."retail trade secrets the Man doesn't want you to know!"
I used to sell bbqs, Webers, Traeger, Big Green Egg, and the markup on those was small. Most of the time when you see them on sale, they are being sold at cost. The retailer makes money by selling you accessories, utensils and what not. So on average, cost on those was 90% retail. So, just an example that cost is not always as cheap as people think.
But guys who are still arguing that PRS should just include a free case are just being stubborn.
It's not free.
If you want a "free" $300 case you're going to have to pay $300 more for the guitar.
So it's not actually free is it?