That's not the point. AFC entered into the agreement for them not to run the shop.
I wasn't aware the difference in price was so great til I read redordead's post, and that coupled with the refusal to sell products outwith the club shop is a disgrace. Greaves and going further back, Olympus in Glasgow used to sell an awful lot of Aberdeen gear. Now you can't get the stuff anywhere down here. No matter who you are, that can not be seen as good marketing and this does effect the support, in particular young lads and lassies.