It is one thing to theorize about the competitive consequences of vertical price-fixing agreements (or resale price maintenance ("RPM")), it is will be quite another to see how these agreements will affect competition and consumers in practice.
RPM agreements are blossoming in the wake of the Supreme Court's 2007 decision in Leegin, which held that they are no longer per se illegal.
The latest example is discussed in a revealing article in FloorBiz.com: Anderson Hardwood Floors has recently (and publicly) adopted a RPM policy, whereby dealers must agree to advertise prices at a minimum selling price. "If an advertiser violates the new policy, the dealer's business relationship with Anderson will be terminated. Also, if any dealer is found selling Anderson products to another retailer not authorized to sell the brand, that dealer's business relationship and license with Anderson will be immediately suspended."
Anderson's COO indicates that the policy allows retailers to focus on selling the product without worrying about price competition: "Retailers will tell you traffic is off so they need to maximize every potential sale that walks in the door. You don't do this by giving profit away and reducing margins..."
Anderson's retailers are reportedly quite happy with the new policy and have embraced their new role as Anderson's eyes on the ground. Anderson's COO reports that the company is receiving several inquiries a week "from the industry in regards to companies violating the policy."
Reading between the lines, it is apparent that the central target of this RPM agreement and others like it is internet-based companies, who can sell at prices that do not include overhead and other costs. Those lower costs turn into lower prices, which undoubtedly help consumers in the short-run. But if they force all brick-and-mortar companies out of business, they may hurt consumers in the long-run. This, in my mind, is the most significant consequence of Leegin - the blow to internet-based retailers. The question is whether this blow will actually help consumers in the long run or not.
In turn, this suggests a theoretical point about the relationship between economic theory and antitrust doctrine. So often, economic theory and scholarship are presented as supremely modernist endeavors - which stand outside of history and steadily evolve and advance, revealing new truths about the nature of markets and competition. As Exhibit A of this economic modernism, look no further than the recent DOJ Section 2 Report, which bemoans the fact that "stare decisis inhibits courts from routinely correcting errors or updating the law to reflect the latest advances in economic thinking." (pg 17)
Acknowledging the centrality of the conundrum posed by internet-based retailers to the recent embrace of RPM suggests that Leegin overruled Dr. Miles not because courts finally woke up to the truth of the competitive nature of these agreements, which advances in economic scholarship had finally revealed, but that RPM agreements may - or may not - play a specific role in meeting specific competitive challenges in our current markets, as presently constituted.