The "wiggle room" . . . A quality therapy spa is going to run you $6-8 thousand dollars, regardless of the "Suggested Retail" posted by the dealer. We sell a lot of spas & swim spas, and we mark them at a price we need to sell them at in order to stay in business (just in case you need service as time goes on . . .). If the dealer sells their spas too cheap, they won't be around to help you in the future, and then you'll regret that "sweet deal" you thought you got when you bought your new spa. Normally the dealer makes 30-35% on a spa/swim spa. Don't forget, it's not just what they buy it for that figures into the sale. They have sales staff, showroom expenses, delivery and service vehicles and staff, insurance, utilities, etc. that a percentage of which has to be paid out of each sale. So, buy a quality spa (Master Legend Series is the best - bar none), pay a "fair price", let your dealer make enough profit to appreciate your business, and you'll be well taken care of as time goes on and a lot happier in the long run. Good Luck!