Ecotech has MAP (minimum advertised pricing) as do many other companies, which means you'll always see the same price online. But this won't stop local retailers for selling something for less, especially if you walk in with a wad of cash. For something like a Radion, it's best to shop around and see what other stores are offering.
What's nice about this, is that in this case, since online retailers must adhere to MAP, the LFS may gain sales. Maybe someone can chime in on the ethics part (I don't think selling below MAP is illegal per se) because I've have mixed feelings when it comes to selling something below the standard, set price.