I think that online sales are only taking money from the dive stores that are resistant to change. This is the era of convenience and the market has dictated a consumer that is savvy and certainly one that is conscious of cost. There are several examples of brick and mortar dive stores that have changed their business model in order to reflect the growing trend in this recreational sport. Wouldn`t it be neat to be able to go down to your local dive store and visit with Ma and Pa scuba OR place an order with them online? Many stores are and have transitioned to this. Increasing the cost of select products/services would simply drive customers to the online businesses. The scuba industry is changing and the dive stores must be willing to accommodate this change or they will be left behind.