How is this even possible?!?

-So the front tires on my car are wearing down pretty bad; that's not the problem. They are Kuhmo AST's, whereas my rear tires are Goodyear Eagle F1 A/S's. I really like how predictable the rear end of my car feels and how the rear tires grip incredibly well; I want the same for the front. I went to Discount Tire in town and got a quote for Goodyear Eagle F1 A/S(same as rear, slightly smaller width).It was about 400 dollars with a warranty and all the little bells and whistles. This was a bit steep, so I thought "hmm well there's a Goodyear store down the street, they'll sell it cheaper". Wrong! It was 100 dollars more!!! Can someone explain how this is possible(from a business standpoint)? I thought cutting down to the supplier is cheaper than getting it from the "middle man".?