800 is cheaper than American resellers. Of course, they need to profit too. How much is their time and labor worth? Not much to you obviously because you already know the drill, and how shipping works etc etc, but to others who do not have the knowledge you have, it apparently is worth that much. Now throw in the fact that many of them have the product ready to ship in a day or two, the person gets it a week later, versus possibly having to wait a few months for it to get here from china. What is that convenience worth to them? With today's I want it NOW! generation, yep, the market is there for higher priced you can get it NOW stuff, and they don't care that it cost more.
You could also get a car cheaper by flying up to the toyota manufacturing plant and driving it home yourself, but many people would rather goto the local dealer... wow what's wrong with them? Don't they know they can get it cheaper that way?
Aaron