So much like the firearms business...
Your local FFL dealer can order a Savage rimfire rifle from one of several wholesalers. But lets say you want a configuration that the factory doesn't offer (say, heavy barrel, target iron sights, wood stock). You can call the factory, place your order, they will charge you full MSRP for it, and ship it to your receiving FFL dealer. He/she will do the paperwork and background check, charge you $10 to $100 dollars, and you have the rifle the way you ordered it from the factory. Or your dealer can call, bypass the wholesalers on a config they don't carry/offer, and Savage will sell to him/her at the price the wholesalers charge.
Some online sellers/wholesalers of ammo, etc. also do storefront business in some states. They don't allow online orders from those states tho - cusomters must go thru the brick-n-morter place.