There are some manufacturing "rules" about advertising prices; it's like this at a few places, with a few different items. But the nicer places-the ones into customer service-, will give you the "actual" price if you make actual contact with them, either email or phone call.
This rule is dictated my the manufacturer, not the retailer. It's part of the "yes you can sell our stuff deal". Not all manufacturers do it, alot of the "higher end" makers seem to be the ones-Icon, Arai, Soumy (I think), etc.
I have a website saved that I looked at for buying a helmet. When I contacted them they gave me a code, which let me into another part of the site with actual pricing on a lot of big ticket stuff, and it's not uncommon to get 100-200 off the advertised price everybody sees.
So it's a good practice when buying online, before you purchase, email or call about pricing, otherwise, you will just pay the advertised price.
Hopefully this will help somebody on their next big buy.