I do think that, in this age of internet shopping, it's very difficult to convince people to pay full MSRP for anything. That seems like it would be especially true in the "poor man's" watch price range. I'm sure this is why you see so many shady brands that advertise a fake MSRP and then sell at a 90% discount all the time. I really wonder if the AD model is sustainable, because it really does chafe to see a fixed price and not be able to price compare easily. Also, it's news to me that ADs will sometimes offer discounts, but I have to say that I find the concept of haggling just...incredibly distasteful. Frankly I just really dislike having to deal with salespeople in person, because it makes you feel an obligation to buy something, even if there's nothing you find appealing at the price offered.
I've bought from both Jomashop and the AD. I typically research the Jomashop price and then at least have a discussion with the AD about price, making clear I know what the Jomashop price is. If the price difference is commensurate to the value of a manufacturer's warranty to me, I'll buy from the AD. If the price difference is too significant and exceeds the value of the manufacturer's warranty to me, then I buy from Jomashop.