RE: Front operations for Internet sales
This situation reminds me of a Website (here
http://donwiss.com/pictures/brooklynstores/ ) of information  on camera
'stores' in NY.  It's an interesting read.  Many doing business under
several names on the Internet, many published addresses that are businesses
other than advertised, etc.

But this is the New Age of marketing.  And there are many, many small stores
that have spent a lot of time and money on very good Websites.  Well
organized, easy to find stuff, good tech info avaialble.  Pricing varies.
For some people the ability to easily find what they want (no comment on one
major online VW vendors Website) is worth paying a little more.  Just as we
are willing to pay a little more to a local vendor that can provide good
service and has items we need in stock the same holds true on the Internet.
I do my shopping (at least finding the product I want) mostly online for
several years now.  As I said in an earlier post (I think in this thread)
the agravation comes for me when I can't find a link to a local retailer and
I'm forced to order online.
BTW, on shipping charges, eBay will ban a vendor that is charging high
shipping charges.  And the new feedback format builds a Seller Rating that
includes comments on shipping charges.  It's not that hard to look at an
eBay posting, see what the shipping is, and ignore the seller that is out of
line.