bike shops are often subject to minimum pricing, so they are contractually obligated not to sell some products below a certain price. for example, in the case of some tires, the prices online are less than what the shop has to pay for them. matching those types of prices is tantamount to the bike shop giving the customer money to take merchandise away. I'm not sure how online retailers do this, but it's more common with European stores who must not be subject to those policies. is an old story and most of us have heard it before. I no longer have any stake in this issue, fortunately. if you can buy it cheaper online, then do that. don't rub salt in the wound of a struggling small business. that makes you an *******.