Sometimes the gap between the dealer rate and the reps rate is due to a lower rate negotiated by the dealer in return for using ABC Leasing vs XYZ Leasing or it may be tied to a promised annual volume that if unmet, results in a chargeback. Regardless, it's not wrong or immoral. It is what it is, just like cost markup or delivery charge or whatever.
Now I admit I'm a bit of a terrorist when it comes to conventional logic, but I have always felt that my Aficio League points were dollars that Ricoh withholds from my dealer instead of lower cost of goods, and funnels direct to me at the dealer's expense. I still take it because my dealership is OK with it. There are reps out ther that get kick-backs from leasing companies in return for business. Again money that technically belongs to the dealership unless it is something they approve of.
Ultimately, most dealerships look to break even on hardware sales and profit from the service and supply residuals that result from the sales. The compensation might be high salary/low commission, low salary/high commission, include an expense allowance, have quarterly or annual bonus opportunities, etc. but ultimately, break even is break even regardless of how you slice the pie.