Not everyone's situation is the same. Just because this doesn't work for you, doesn't mean it isn't right for someone else.I can say from experience that login for price is very very bad idea, it's a turn off for customers.
Me first, I don't go trough registration if I don't see prices, why should I bother if vendor is forcing me to register and to give my personal data if I only want to see products and prices. You are giving bad messages to customers who have first contact with you.
How would you feel like if you go to market, and in front of the entrance is a bodyguard who takes your ID and all your data that you can see prices?
We are a wholesale supplier and don't sell to the general public, only to existing customers that meet our criteria. We don't want just anyone to see wholesale prices, therefore this is the perfect solution.