It's as fair as any retail vs. wholesale transaction. Everyone ahead of retail in the marketing chain gets to pick their profit margin, and the retail customer foots the bill for everything - manufacturing overhead, materials, packaging, shipping, warehousing, stocking the shelf...
In fact, "retail" is from the Latin root "Rei" meaning Royally, and "Tail" meaning screwed in the Tail End! I think they mean the Tail End of the series of transactions which bring a product to market, not screwed in the...
But anyway, mu point is that non-retail anything usually makes out better than retail anything.
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So THEY get a built in profit of over 2 milly and when retail investors risk their capital, they get lied to and lose 80% or more. Seems fair - thx !