Total Command

So I have a class that was doing a project and came to total command to see if they can fulfill the idea they have. The lady there quoted them at $320 for it. The class then decided to shop around and find a better price. They went to frames and things and were quoted for $167. The lady asked who was going to charge them the first price and they said total command. The lady at frames and things thought that was funny because total command uses her business to do these types of projects. What is the reasoning behind inflating the price on Soldiers who happen to be your number one consumer? Looks really shady and unethical on your behalf.