jd1 --- I don't know, but I don't consider $2-3/stick above MSRP as gouging ... and the shops are allowed a certain 'margin' of mark-up due to supply and demand.
Heck ... where do you live?
Out here in in the Republic of Kalifornia, I've paid around $7.35 and higher for a Short Story, mainly because of our 67% tobacco taxes. So, MSRP is pretty much in line ... before taxes.
There was also a shop out here that had them for $18.95 each ... and are now no longer an authorized Fuente dealer ( ... hehehe!), so I guess it depends on how big a 'gouge' they are going after.