Earlier quoted context omitted.
In some cases the retail store just doesn't list the price and the store owner may just come up with a highly marked-up price when asked. 10x would be very rare though indeed.
What store doesn't list prices? Isn't that illegal in most places? In my country even the tiniest ancient village stores I've been to have prices listed on items (sometimes simple labels attached to the items, such as "10", but still there).
Anyway, it's expected that you'll ask for the price and may go away after hearing it. So crazy mark-ups are risky business.