Vendors pay for floor space not by machine sold. Free play games that were sold don't pay anything. In other words there is no cut from the sale of games to the expo.
Simple, you don't charge retail at a swap meet/show and expect people not to complain. Many prices were pushed up to point that they were over what normally sells for. But I heard several people saying they got BLANK and BLANK at a lot less then the seller was asking. So same old same old. There were also many pins there priced pretty good. Most of them were sold Friday.