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I did have this conversation with a family member once, when browsing at B&N. She saw a book, then checked her phone to see how much it was at Amazon, and it was slightly less. I said, "The reason it costs more is because they've paid for this store to give you the opportunity to browse the shelves and find the book. Isn't that worth the extra dollar?"
I agree with the point that if you appreciate the store being available for browsing, you should support that store and not quibble about the (generally) small difference in price. On the other hand, I don't see this as a huge moral issue.
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