Interestingly enough we are not having any issues with the online stores. The store I operate with pride themselves on delivery a personalised offering to our customers. We consider ourselves as family, and often have people just sitting on the couches reliving their experiences. This in itself facinates new/novice divers who crowd around and listen, which creates a sense of community. I strongly believe that there is room for both ways to market. We are human, so do enjoy a level of social interaction, which in turns provides the opportunity to spend time and effort discussing the true needs of the customer. Something that an internet site cannot do on the same level.