Sometimes if the hot items run out on the cheaper site, market will push price high. Remember once Panasonic LX3 MSRP $450 but sold for $700 on ebay for a year!
Another remote example is Honda S2000: you need MSRP+$2,000 and 6 month wait list for one.
Human beings are silly sometimes: waste on what they have and pay extra for something they can't have.