When I lived in the area, I used to go in there to browse, and I'd buy a can of powder when I wanted to try something different. They stocked a lot of different powders, and the prices on 1# cans were OK. I always thought they were expensive, but Don (the guy with the glasses) and his wife are very nice. I never bought any guns, because they were horribly overpriced. Bill Mace never did anything but glare at me. I could have a question, and everyone else would be busy, yet he would still make me stand there and wait to talk to someone else.
Finally, I called and asked whether or not they had any Marlin 39A's. I recognized Mr. Mace's voice. He said no, but he could order one. It would only be about "$550." (Roughly $120 more than Dick's sporting goods would sold it to me for at the time.) Since I really wanted one of the older models with a shorter barrel and straight stock, I asked what it would cost to transfer one, if I found an old one. The answer... $65. I told him it's a regular titleI firearm (they aren't NFA dealers), so why is it so high? He reiterated that it would be $65. SO I asked him if that was his polite way of saying that he didn't want to do transfers? And he hung up on me. I never went in that store again.
For $65, you don't want them to do the transfer anyway.
I can understand not wanting to transfer "new" guns, if and only if, it's something they can order themselves. Especially if it's something they stock. It only makes sense. But, if they can't get one, what the hell is the problem? So they make a transfer fee for opening a package, writing down a serial number, and filling out a form.