well if re-sellars are getting supplied a product that undercuts another reseller why would they not go for a bigger market share?
if your suggesting that all re-sellers should sell at RRP are you not suggesting price fixing ?
the ACCC dont like that either.... eg Visy board 2007
The ACCC today ordered the Visy board to pay $36 million for engaging in a four-year price-fixing and cartel scheme with packaging rival Amcor
but i understand you argument about selling in a "loss leader situation", but if it is right or wrong is a good question.
i would not have thought many coffee equip retailers have the flexibility to sell at a loss. if they can afford to then they must be doing ok (maybe) or maybe quitting a line / stock ?