The suggested retail price does include dealer profit as the dealers often sell the gun for the same price as Wilson (and as noted, sometimes for more). If you don't live in AK, then you get to avoid having to pay sale tax that you would pay to a dealer, although you will likely have to pay a transfer fee to a person with an FFL because the gun will have to be shipping to a person/company with an FFL. From what I have read, that could be $10-25. That amount is to cover the FFL holder's time and handling of the paperwork.
Some dealers will front you the sales tax (i.e., deduct it from the price) since they know they are competing with Wilson. I prefer to deal locally and have found dealers willing to make that sacrifice, since it comes out of their markup.