Er......they are yo-yo pricing recidivists, repeatedly swinging the pendulum as high as possible, then dropping it when they have gone too far, before quickly trying to swing it back up again.
The comparison with DFS is valid and they HAVE held Rolex sales consistently for as long as they have been in business. I know, because I used to write them six figure cheques to take a dollop of excess (mainstream) stock off their hands before they started the public sales.
You say that you "monitor multiple greys on social media." That may not give you a complete, real world picture. It is my rather extensive experience that anything properly priced at the moment is flying off the shelves almost as soon as offered.