I hear you Nick, there is a supreme benefit to your quantity, quality, selection, etc. But your model is faulted. It's ok to have different prices on the web vs B&M because of the maintanence and overhead, but look what it does to consumer confidence. If you want to get away from a B&M model and move toward online only that's fine, but if that's the case you may as well post it instore saying "our prices are cheaper online", which at that point dillutes your pricing model since now you're capitalizing on a B&M location to drive visits to your website. Now in terms of the "Where else can you go to the store and try it on?" you're right, that's a huge benefit to having a B&M, but if the price really warrants a $70 difference, why not offer an awesome return/exchange program? Take a look at the Zappos return model, you could easily do free shipping there and back and if it doesn't fit "HEY! Return it!!!".... it'd be cheaper than the $70 you have allocated to your B&M costs. Now, in terms of your "we've hired someone outside the industry" I hope by "outside the industry" you just mean someone not working in your store... or maybe "not someone who runs a mototrcycle shop"? You should be hiring a good experience/user interaction designer and a good web developer.... note those aren't the same people. You need someone who can work with you to understand your business needs and design a model/interface/design with you, then a developer to implement it. Web developers usually have very good abilities in terms of model/interface/design but they generally lack the business experience, and particularly the business experience about retail motorcycle parts and accessories sales. Just saying, my $.02 + a dollar. Take it or leave it, I'll still go to the store to try stuff on then go online to find the best price