Rick,
When you have time, you should check out MSRP on some of the other high-end brands out there. You'll find $12K for a large, high-quality spa quite commonplace.
Dealers base their prices off of MSRP, we see it as a reference point in this store. But we never charge it. Our prices are lower (on both brands) than a lot of dealers. Part of that is economy, part is volume. It varies dealer to dealer.