Well, then it's not a "real" MSRP if the manufacturer and the retailer are the same. There aren't two parties, so it's just the price and they have complete control over their own pricing.
my gf is an optometrist at Lenscrafters (owned by Luxottica), they have times during the year when they can get any galsses/sunglasses at 50% off for first pair, and 60% off for next 10. the markup, especially on their own brands is through the roof.
http://en.wikipedia.org/wiki/Luxottica#Retail