There are two major reasons why an end customer’s price may not be what you expect based on the rule(s) you created. The Default Settings section of a Price Profile will have settings related to safeguards regarding the final customer price (i.e. Never allow customer price to exceed list price and Never allow customer price to go below cost). You can enable one, both, or neither of these rules. If the markup/margin rule puts the price above the list price, the price will top out at the list price. If you have a discount rule that would put the price below the selected supplier’s cost, the price will bottom out at the cost so you do not potentially sell the item at a loss.
