Blaming the customer for a poor business model is dumb. I bet maybe 1-5% of your customers may complain about finding a better price online. Why not offer to price match to those who complain? Add enough value to a customer and you won't have to worry about them coming in the door. Value is not just cheaper stuff. You can hold informational classes,offer cheap/free reel cleaning services,get samples from reps to give out. So many ways!