Mendo,
My opinion of MSRP is that a company can put anything on it (gulf coast spas or thermospa) and it really is bogus.
Now a actual retail price where I can compare apples to apples is meaninigful. When I was shopping for a tub I was only concerned on features and price. I "knew" I was looking at a quality brand and I am a firm believer that among most manufacturers that quality, jetting filtration ... are the "same", it's just a personal preference in what fells better or is considered a better buy.
I chose mine because it was a great bang for the buck. There was really nothing around that I saw that was in it's league. I did see tubs that were somewhat comperable but not as featured packed as mine for the price.
I really couldn't have cared if the MSRP was $20,000 or $7,500. BUT If I happen to find a higher end tub for about the same price as mine, I may have jumped on it knowing it was a good price. But that to me is doing the research.