Online stores like us usually go by MAP. (Minimum Advertised Price) allowed by the company. Which for Pono's regular line is 20%. On the Pro Classics the MAP is the full retail because the dealer discount is much less. The production cost of a pro classic will average 3 times that of a bare bones model. You can argue what it's worth to you but it's simply based on the cost.
As for us as a retailer, I don't believe in "supply and demand" pricing. We aren't allowed to discount these models.
But there's still seconds. Sometimes it will happen in our shop, or we send the wrong model and it comes back to B stock. I always have bunches of ukes not listed online. Ask and you may be in luck..
andrew@theukulelesite.com