Just let me answer you first point as I am short of time at the moment, but I assure you that I will respond to the rest of your message as soon as I can.
OK, your research does in fact show some interesting numbers. However, I honestly think that isn't actually proof that it is the same wholesaler. That said, it is of course quite possible and you may well be completely correct, but it is just conjecture at this point.
Here is the problem as I see it, the part that leaves doubt in my mind at least. Despite this supplier listing their top tier wholesale pricing, I am in no doubt that if they are working with one or even more retailers buying in even larger numbers and moving stock quickly, then a better price will be on the table for them, that's just good business to look after your meal ticket.
So given that posibility, and of course this is only conjecture on my part here of course, but it does leave the opportunity for this reseller to then use a low margin, quick turnover sales strategy to still make decent money, especially if this is a hot seller that we are speaking about here and to be honest that is what I am assuming.
Now that is one scenario, but another that can't be discounted is someone using a loss-leader strategy. Selling the item at cost or just below in an effort to draw traffic to their listing and making money through other items or even by market an independent website. Now that scenario are fass less likely in the instance due to the volume of products this seller is listing at break even pricing, so not very likely.
A third option may well be that this retailer is buying from another wholesale supplier who is giving him a better price than the supplier you are speaking of.. Now this of course assumes that these products are available from more than one supplier, that I don't know so I am only putting this option forward as a possibility.
I guess the main point that I am trying to make is that there are multiple reasons why this might be happening, it may not be completely cut and dry. As I said, it is quite possible that this is a supplier selling direct and if they are selling at a high turn over, then that would also explain why they are selling at the top tier price as well.
So is it possible, absolutely, but there really is no evidence that they are. Of course even if they were, then it really does boil down to that's just business, at least I assume that is what their argument would be.
Should they decalre upfront if they sell to the public direct, well I think that would be great for people to know up front, but how many will put their hand up to doing it?
That's the problem, they could be using multiple accounts selling a range of their products on different platforms at different prices and while we channels for them where they can sell direct, sell cheap and sell fast.
could argue the ethics of it all day, but it's the way that e-commerce is now developing. Suppliers now are seeing these platforms as golden sales OK, as I said, I will get back and respond to your second part later, I just don't have the time to go right through it now. Btw, if you feel it would be beneficial for other members to know who this supplier is that you suspect of doing this, then please feel free to name them. It's full and complete transperancy here on the forum, then others can decide based on all the points of views and of course the supplier named is also free to deny or confirm and explain their point of view as well.