I can only tell you how I look at it as a customer.
Cherokee Gun and Pawn do transfers free no matter what or how much ($) you spend, so if I need a transfer , that's where I go
At the same time since they helped me with a transfer, I am going to respond by buying ammo, holsters, slings etc there...they help me, I help them.
Just a little good will in both directions.
It also makes me stop in there every time I go by just to see what's new and I usually leave with something ammo, cleaning supplies etc.
Thought I have paid 20.00 before I found CG&P, I would not patronize a place that charged more as it only takes a few minutes to complete the paperwork.
Additionally, if I pay a fee for transfer, then I feel no obligation to further purchase ammo, accessories etc. from the same place.
This x 10
Little things like this make a huge difference when there are 50 gun shops we can go to.