My experience with W&M has been positive. It is always possible to argue price, but reality is price is a function of what the buyer is ultimately willing to pay. That said the real test of the dealer is not his asking price but his honesty in description and his willingness to accept returns on internet purchases. W&M tests positive for both honesty of description and willingness to accept returns. They are a good outfit to do business with. Whether I agree with their prices, which I don't, does not really matter.
I have been burned in internet purchases, but never by an established dealer. To date my worse experience has been a Cabelas buy. I have been happy with W&M, Cobbs, G&H, and Champlain Arms.