Somehow I find it hard to believe a dealer pays the same thing I paid for a winch. Does he shop on eBay too? Every business that sells 'stuff' gets the 'stuff' cheaper than we can get it. That's the theory behind "buying low - selling high". That's how they make money, along with charging to install 'stuff' that needs installing.

Of course, anytime you talk to a dealer of anything, he'll tell you he's barely making a dime on this great deal. If he sold stuff THIS cheap every day he'd be out of business. But because he likes you, he'll sell you the part as HIS price and just charge to install it. Sure.