That isn't true. The markup/percentage/profit margin on firearms is actually quite low. It's much higher on ammo. (It's much, much higher on a lot of simple, trinket type stuff that is relatively low cost.) When I worked at a big box sporting goods store, I saw the prices we paid our distributor (RSR) and I saw the sell prices. I don't think I ever saw more than a $50 markup on anything. That's $50 on a $700 rifle. Less than 10%. Meanwhile, the golf shop was selling little 50¢ clips for golf bags for $3. A 600% markup, and they were flying out the door. That's probably true.