1% below MtGox rate is a horrible price.
not when you are buying 1000 btc or more.
Imagine someone buying 10,000 btc.
try buying that amount from the open market...bitstamp, kraken, btc-e.
once you click through all the sell orders, your average price per btc will be much higher that Mtgox (last price)
I know because been there, done that since 2012.
it's a free market, so don't complain.