Fishing gear is the same as anything else, they charge what they think the market will bear, which is a nice way of saying what they think people will be prepared to pay.
Sometimes you sell more of something by charging more for it, because people automatically equate cost with quality.
I'm surprised the advent of the web hasn't led to more virtual stores springing up.
You can already get quite a lot of stuff from the states online - check out Bass-Pro.