I accomplished this by creating two different areas in my XML package. The package checks to see if the customer has been assigned to our wholesale customer level. If they're a wholesale customer the xml package displays the appropriate prices.
If they're not a wholesale customer the xml package displays an altered version of the page layout showing "please login to view pricing" instead of actual prices.
If you're familiar with xml packages, it's really as easy as separating the two "versions" of the page layout with if statements that check what wholesale customer level the customer is in...
Code:
<xsl:if test="/root/System/CustomerLevelID = 0">
Non-registered page layout goes here.
</xsl:if>
<xsl:if test="/root/System/CustomerLevelID > 0">
Registered page layout goes here.
</xsl:if>
Running: AspDotNetStorefront ML 8.0.1.2/8.0.1.2