Agreed, Sewing Machines Direct is a superb company to deal with. My Janome SMD 5018 came from there – identical to the HD3000 – at a very attractive price.
Remember, many dealers are tied to agency prices (that is, they can't advertise lower prices than the manufacturer dictates) but if you ask, they can offer a better deal. That's why you'll see on many sites invitations to call or email for discount codes.