Most Class III dealers love guns; a laudable point. I suspect, like others who have posted here, its good way to accumulate ones toys.
Unfortunately, a love of firearms does not translate to business savvy, whether you are a dealer, gunsmith, or whatever.
More to the point, Class III dealers tend to have their operation built around an increasingly obsolete business model: that of the middleman with the monopoly on information. Not only info on the market, but the whole BATFE bureacracy, which for the neophyte, is intimidating indeed. With the advent of the internet, the middleman/information broker adds little value to most transactions, IMO.