“Markups are nowhere near that high these days. Most estimates I’ve seen hover around a 35% markup on new bikes.”
That is not what the article said. It was 37% profit after expenses. That is not the same as markup.
I saw the computer at a Specialized dealer, and they were paying half of MSRP.
But also note that I believe that Specialized has two retail prices. One is a fake “high retail” price. The other is the actual retail price that is lower, and what they hope to claim is a discount and actually sell for.
This is similar to Kohl’s and their fake sales. For example, they had Instant Pots yesterday “on sale” for $109 and said that they were normally $140 or so. They have not sold for over $99 on Amazon in the last year. So the sale price was actually above the full Amazon price. The discounted Amazon price was $59.