I don't know what the big deal is. Certain manufacturers give retailers a discounted price to sell some guns (that were purchased at a lower price) at a discounted price to those that meet the qualifications. In order to participate in the program, the retailer has to follow the rules of the program. If they don't, the companies that offer this special pricing will simply stop allowing those retailers to participate.
The same people who are mad about this kind of program are the same people who get upset because of Military discounts. Want the special pricing or the gun? Do something to get you qualified. I know Glock's blue label program applies to retired and current LE, and military, as well as paramedics, firefighters and EMTs. If I'm not mistaken, Glock armorers are allowed to purchase one gun a year under the program as well.