Sayulita can correct me if I'm wrong, but I believe that each seller can set their own profit target - that 10% figure. The 2% is what sayulita charges for the matchmaking. In the past, I've frequently bought and sold bitcoins at 0% profit margin, and the most I remember paying is just 1-2% on top of the BB fee. It all depends on what the seller is asking for. If you don't like the price, you can ask if there's another seller (perhaps at another bank) with a lower fee.
It's not that different from localbitcoins.com. Each seller there (or buyer!) can set their target price to whatever they like, even double the benchmark rate if they so choose.
Great points KyrosKrane, and beneficial to all of us who read this thread. I, too, wondered whether Bitcoin-Brokers had
any seller who priced at prevailing market rate and I did inquire about this. Bitcoin-Brokers.org's response to my inquiry was quite telling:
Daniel Brown: I understand your desire to get the best rates possible when buying your bitcoin such as the rates displayed at an exchange like Bitstamp.
The only website that will sell you bitcoin for those exchange rates............................is that actual exchange.
If you want those rates, you must apply to their site. You must submit photographs of your ID to a bunch of strangers. You then need to wire transfer funds to their bank account, which costs money and takes time.Additionally, the exchanges charge another 1% transaction fee to buy the Bitcoin.
Save yourself the frustration of thinking that you are supposed to be paying those rates because you aren't. The only people who get those rates, are the people willing to jump through all those hoops I mentioned.
In Daniel Brown's own words,
it's not possible to purchase Bitcoin through Bitcoin-Brokers.org at BTC + 2%, we customers are
not supposed to be paying market rate unless we go to
another website, an exchange. Bitcoin-Brokers.org has a great value proposition that is suitable for certain buyers: individuals who are willing to pay 12% premium for the convenience and privacy that Bitcoin-Broker.org provides. But to advertise BTC + 2% and then to require that individuals submit help tickets through Bitcoin-Brokers.org and receive a sales pitch revealing that there is no buyer who will sell at market rate is classic bait and switch.
From Wikipedia:
Bait-and-switch is a form of fraud used in retail sales but also employed in other contexts. First, customers are "baited" by merchants' advertising products or services at a low price, but when customers visit the store, they discover that the advertised goods are not available, or the customers are pressured by sales people to consider similar, but higher priced items ("switching").