When I was looking for a new walk-behind mower, I had pretty much settled on a Honda. Home Depot sells them as does the local farm equipment dealer in our town (their primary business is being a John Deere dealer). They were $100 higher for the same model and I asked them about that. They said it's simple - Home Depot sells 100x the number they sell (this dealer does have ~6-8 locations). I asked him about the internet claim that the ones at HD are cheaper versions and he said 1) they are the exact same and 2) why would Honda ruin their reputation ? He also pointed out that they are an authorized repair facility for Honda and smiled when he told me that I buy from them and need repair or maintenance, they will prioritize their customers over HD customers.
Speaking of mowers, either HD or Lowes sells JD zero-turns but they sell, let's just call them the "100-series". This dealer doesn't sell those - they start with the next better level. This way they don't have to compete on price on like products and can emphasize they sell the mid-grade or premium-grade models while the big-box sells the "low end". On the other hand, they probably don't get that many customers that compare prices and models since they're "a farm place".