This case sounds similar to the ruling back in the 1980's (I think) that came from a suit by the makers of Warn winches against a North Texas trailer maker/seller.
From flawed memory, the trailer sales business offered the Warn product line at prices well below those of other Warn dealers and below the suggested retail prices from Warn. He was sued by the manufacturer in an attempt to get him to raise the prices and he prevailed I think based on first sale doctrine since the court ruled that Warn had already been paid for the product and that ownership and control of the winches passed to the trailer manufacturer who was thus free to advertise and sell them at any price he desired even if it meant he took a loss on each one sold. They belonged to him and he could do as he pleased with them. He had been using them as a kind of loss leader where one of the incentives of buying a trailer allowed you to purchase a winch at a large discount.
EDIT: The case was not Warn winches, it was Ramsey winches and the ruling was:
Briefly - I have a bad memory. The case was a lot more involved since Ramsey tried to terminate the distributor agreement and was thus sued by Pierce Sales. Pierce was a high-volume winch dealer and due to the high volume of sales he was able to buy the winches from Ramsey at the lowest price available to dealers. He then used that buying power to advertise the lowest prices for the winches and even offered other dealers the opportunity to buy hard-to-find winches directly from his stock at prices lower than they could buy directly from Ramsey if that particular winch was even available from Ramsey stock. Pierce alleged price-fixing by Ramsey and ultimately won the case.
I remembered the court case but almost none of the pertinent details.
From flawed memory, the trailer sales business offered the Warn product line at prices well below those of other Warn dealers and below the suggested retail prices from Warn. He was sued by the manufacturer in an attempt to get him to raise the prices and he prevailed I think based on first sale doctrine since the court ruled that Warn had already been paid for the product and that ownership and control of the winches passed to the trailer manufacturer who was thus free to advertise and sell them at any price he desired even if it meant he took a loss on each one sold. They belonged to him and he could do as he pleased with them. He had been using them as a kind of loss leader where one of the incentives of buying a trailer allowed you to purchase a winch at a large discount.
EDIT: The case was not Warn winches, it was Ramsey winches and the ruling was:
(http://openjurist.org/753/f2d/416/pierce-v-ramsey-winch-comp...)
Briefly - I have a bad memory. The case was a lot more involved since Ramsey tried to terminate the distributor agreement and was thus sued by Pierce Sales. Pierce was a high-volume winch dealer and due to the high volume of sales he was able to buy the winches from Ramsey at the lowest price available to dealers. He then used that buying power to advertise the lowest prices for the winches and even offered other dealers the opportunity to buy hard-to-find winches directly from his stock at prices lower than they could buy directly from Ramsey if that particular winch was even available from Ramsey stock. Pierce alleged price-fixing by Ramsey and ultimately won the case.
I remembered the court case but almost none of the pertinent details.
Sorry.