Take a minute and think about what goes into manufacturing a piece of heavy equipment such as an excavator. Think about the amount of research, development, raw materials, direct and indirect labor costs, the huge factory, taxes, overhead, transportation, and the amount of time it takes to build something like an excavator. Got it?
Now think about the idea of profit. Not only the manufacturer, but the dealer also needs to make a profit in order to stay in business (profit really isn't a dirty word). And not just the gross amount, but there has to be enough of a profit to make it worthwhile to continue building and selling excavators. Both the manufacturer and the dealer have to make a profit over and above the actual cost of building and selling the excavator. It's not all that different from the guy who mows grass for a living; he likes to make as much profit as possible and doesn't take the job if there is little or no profit in it (if he has any intelligence at all).
Understand now?