It's a free market.
At the grocery stores I can buy a dozen eggs anywhere from 88¢ to $3.00 per dozen.
There is a gun dealer near me who charges $95.00 for FFL I am not sure why I got angry at that - I did feel like it was exorbitant, but I'm not sure where the anger came from. No one was twisting my arm to use him.
I found someone who charges $20.00
Another gun dealer is charging $699.00 plus tax IL fee, for a Glock 17L and they charge $50.00 for FFL transfer.
So I found a guy in Florida who charges $600 for a Glock 17L OTD w/ free shipping and no FFL fee on his end, and a guy near me who will do the FFL for $20.00
Having said all that though - someone will probably buy that Glock 17L from them , maybe they'll haggle it down 50 bucks or so, but it will get sold.
But for that store that charges $95.00 for an FFL, I doubt that anyone will use them for a transfer, anyone savy enough to find a better price somewhere else for a pistol can easily find a better price somewhere else for a ttransfer.