wbmw,
Keep in mind that Joe already lopped off 25% to the numbers before coming up with his brand averages. So another 10% brings the total discount up to 35%.
It's possible that the largest OEMs get that kind of discount. But, I think the discounts are much more controlled than before. In the past, you could always get OEM part cheaper. Now, the availability of OEM parts is greatly reduced.
The pricing on Pricewatch, for example, is close to list price, but if you look at some of the PCs at HP, you can get something with an Athlon 64 3400+ for $350 and upgrade to a 3800+ for $40 more. They couldn't offer this if AMD was charging them anything close to list price.
I recall the same practices going on on the Dell site, BTW.
Joe