zero has nothing to do with the retail pricing on a board/complete, they're wholesalers.
XYZ company offers a standard wholesale price on boards/completes to their direct accounts(i.e. joes skateshop). the shop marks it up however much they think they can get. the price depends on the rent, the neighborhood, cost of living and other various factors that effect the shops margin.
XYZ company offers a standard wholesale price on board/completes to their distributors(i.e. eastern). the distributors get better pricing since they buy in bulk, then they mark it up(usually a small mark up since they're a volume business) and sell it to their direct accounts(i.e. janes skateshop). from there, the retailer sets their asking price....whatever he/she so chooses.
no skate company(or any company for that matter) really has a say when it comes to retail pricing.
sure theres a MSRP(manufacturers suggested retail price) but that doesn't really mean squat.
wholesalers are wholesalers, retailers and are retailers, they are not one in the same.
theres a lot of stupid people on this site that need to go to school, stay in school or at least take a business class so they have some clue as to what they're talking about.