An anecdote that might give you an idea:
I went in and asked them to order me a PSL, advertised at the time by AIM for $699.99. They initially quoted me $950 after looking in "their book." I then said I can order them from AIM for $700, to which they replied if they were available at that price, it would be $850.
I've bought rifles and had them shipped before, so I know the shipping cost is less than $20, so they effectively wanted $130 for the transfer - and the kicker is, I would be buying "from" them which means I'd be paying tax on that!
I honestly would have paid $50 for a transfer, but they seem set on "10% of the gun's cost" as the price. Well, I know for a fact that it doesn't matter if I buy a $50 Jennings .22 or a $15,000 H&K PSG1, the amount of work for a dealer doing the transfer is the SAME. Same form, same phone call, same amount of time. How does it matter what I purchased? I understand they think they are "losing" a sale with a transfer, but that's not the case. I have an AUG and Accuracy International inbound right now, neither of which they could order and get for me in the same time frame or at a competitive price. It's their perogative to not do transfers, and that's fine, I'm using an FFL that charges $25 per gun. But because of their attitude, I won't shop there or use their range at all, so they are losing out. As you can see, I have no compunction about spreading the word about them, and based on the two rifles I have in-bound right now, you can also see I buy both frequently and nice stuff.