It is a mutual relationship. My diveshop will refund my purchase no questions asked if I don't like my purchase. They will also stand behind everything they sell. You can't get that online. If I have a warranty issue they handle it for me. They will try to be as competitive as possible on prices. I can try any mask, fins, BC, or regulator in their pool at no cost before I buy. Yes, some products are cheaper online, but there is no customer service and most high end products are dated and from Europe. Good luck exchanging a BC because it does not fit. My dive shop goes the extra mile to make sure I'm happy with my gear (including annual service), in exchange I will support them with my business.