I went to seedealercost.com, which shows the dealer invoice on boats. They don't list Hobies, but I looked at other boats in the same price range, and it appears the markup is somewhere between $1500 and $2500. Then the dealer has to set the boat up. I bought mine assembled which was included in the price, it does seem like it should be cheaper if you are buying it in a box.
Seems like a reasonable markup to me. Yeah, I know, it's probably like cars with special incentives and volume discounts and other stuff, but seriously, they need to cover their expenses, like that nice storefront, their time as they talk to the people who are shopping around, their expertise, tools, inventory, and maybe even make a profit.
Yet another Bob!
"Firefly" - 2012 Hobie Getaway with wings and spinnaker