Speaking as a Mach reseller myself, we are not 'supposed' to discount the license cost unless we agree to provide all the technical support or it is part of a package with a machine. For example if I am an OEM I might be making machines that use Mach and the end user may not even realize that as it could be a completely customized machine/application. Or I might be an OEM selling more conventional mills, lathes, routers and the first place my customer will come for support is me. Since I would be selling Mach as part of the whole machine package and I'm assuming a great deal of the support burden a discount is appropriate and and makes sense.
How fair is to the guys at ArtSoft to undercut them AND stick with with all the support costs? How fair is it to the buyer to get a dirt cheap product license but get no support from the place you bought it from? How fair is it to all the resellers that actually follow the rules?
Sorry to rant but this, it is one item that really bugs the crap out of me. I don't think these cut throat pricing tactics wind up being good for anyone, the consumer included.