Why is there a difference between the "Support Your Local Dealer Price" and the "Power-Pole Direct Price"?

At Power-Pole, our goal is to support our network of local authorized dealers. As a manufacturer, we sell directly to our network of licensed marine retail businesses and boat manufacturers. If there is not an authorized Power-Pole dealer within a reasonable distance, then retail customers may purchase our products directly from our website or through an authorized online retailer.