I should also add this:
I bought and operated a business and ran it until I retired. It is a video production company(still in business for 30 years now) and I operated it on the premise that it I gave customers reasonable rates, good service and went that extra step to serve them it would pay off for me in the long run.
The business grew to be 5 times larger when I sold it then it was when I acquired it. My position was to NEVER have a customer walk out the door that was unsatisfied or upset. My staff was under orders that if a customer was upset and they couldn't resolve the problem they were to get me involved.
I guess I judge other business's by the way I ran my own and there are places of business here that I went to once and will never go back again.
Sorry for the off topic post but I thought I had to explain why I'm so adamant about what I think is gouging.
If you think I'm tough with FFL holders be thankful you didn't come face to face with me recently if you're an ammunition dealer!

Jim
P.S. I just saw Dave's post below and the SGC here charges $20 to do a transfer.