If demand out weighs supply, then businesses should raise their pricing. There is no way around this. Period.
If the pricing is to high at one store, go buy it from another. Participate equally as much in a free market.
This is simply supply and demand. Period.
Supply, demand, and market equilibrium | Microeconomics | Khan Academy
In this unit we explore markets, which is any interaction between buyers and sellers. We start by deriving the demand curve and describe the characteristics of demand. Next, we describe the characteristics of supply. Finally, we explore what happens when demand and supply interact, and what...www.khanacademy.org
Nope. There's another factor too. Adam Smith would say you're right, but what most dealers are afraid of is that consumers have long memories. BjornF16, just above, said it. If retailers raise prices much, to reap short-term profits, they'll lose long term customers. The businesses not raising prices much are thinking long-term. That thinking is a constraint on pure, short-term supply and demand economics.
The secondary market (Gunbroker) is making up for the skewing of pricing, by pricing supplies, components and firearms at true market price.