Why is there an expectation for stores to sell at msrp?

Seeing a lot of complaints about stores selling The Hobbit Collector Boosters above MSRP, and there seems to be an expectation for LGS/stores to sell close to MSRP.

My understanding: MSRP is a suggestion, not a floor or a ceiling. Stores buy from distributors and price however they want. The issue arises when there is a huge difference between these prices.

If an LGS prices a high-demand product at MSRP, wouldn't this attract scalpers to get there first and flip it on the secondary market? Doesn't the product reaches market price either way?

The only difference is who captures the profit.

Wouldn't we prefer for our LGS to capture this profit rather than scalpers?