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The ethic is fairly obvious to me -- doing the shopping and using the B&M retailer as the research, then going online to buy. Just seems wrong to my sense of what is fair and right.
Interestingly, I do not have the same ethical quandry with doing the research at Amazon (or wherever online) and then going into the local store to buy. Maybe that's a lack of moral clarity on my part, but if so, it's one I can live with.
As for price and how I know it? I keep a fairly close eye on what prices are for things I buy at all regularly, or am considering for major purchases. Enough to know when I walk into a B&M store if something is overpriced. And I also know some places I will never buy. (Walmart, for one.)
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