I suspect it's the other way around. For example, my Recaro option seats cost me $1600. The same thing through Ford Racing (with "Ford Racing" embroidery instead of "Recaro") is about $2400. From the seller's perspective, which would you rather do? Oh, and don't forget the stock seats that were part of the purchase price that either now will sit in bags in the garage or go on ebay for a net loss.