I have the same problem as i also sell to retail and trade(not what your sellin lads),alot of my competion and suppliera sell at low prices also which i have to either beat or i dont sell its as simple as that unfortuantly there is no fixed price by law so you can sell at what you want.its a case of like it or lump it i guess.
Also i have found out that there are no friends in bus,its not a fare world im affraid.

I would say in phils case not everyone knows of or uses him so his share to the public is minimal,but i guess its up to him what he sells at.If he's cheap trade then traders will still using him it would seem silly to stop if he's the best trade price .