Umm, yeah that's true..... unless of course you want it done right and in a timely fashion.
Every dealer sells sleds but not all dealers have good service departments or staff who are willing to go the extra mile for you. I have a big local dealer and yes they will give me a lower snowcheck price but I use a small dealer an hour away because they know me by name and when I want to say 'jump' they say ' how high?'. I don't abuse that privilege and I am always super nice to everybody that works there because I want them to want to work on my stuff. The payoff is that over the holidays I had two older sleds that broke down while we were at our cabin, I hauled them down the mountain, told them I had a cabin full of guests and could they please get them done asap and I was picking them up the next morning. You can't put a price on that. Service trumps price every day!
If you have to pay a little extra to use a dealer you know and trust, so be it.
And when I snowchecked last year I did exactly what someone mentioned earlier - I went to the large local dealer, got their best price, took it to my dealer and asked him to match it. he got within $500 and we called it good - worth every penny in my mind.