I don't understand your point, Geno's is simply a reseller of Baker's product, buys at wholesale and adds some for a profit.
Baker can't control how much off of suggested list Geno's sells at. The box you are talking about has a "suggested list price" of 315. 00 so they are not charging more, they are making you a deal and it just so happens Geno's is willing to take an even lesser profit and make you a better deal.
If you buy from Geno's they will reorder more stock from Baker, if Baker cuts his retail even more to compete with his own resellers then they won't have any resellers.
Either way you go I am sure you will be happy, I did this mod and if I were to buy another truck it would now be on my list of changes first before the other stuff. . it really is worth it IMO.