I see both sides of the story and it boils down to service from the owner. When we lived in Alaska I bought all my guns from a local shop (Boondocks, Eagle River). All I had to do was to call them and tell them what I wanted. We never even had to discuss price. They would order it and sell it for a very reasonable price. Never a hassle. One time I bought a cheap 9mm to try and first day at the range the hammer cracked. Went back to the store and they gave me a refund. Not some run a round story about how it would have to be mailed off, etc. Now thats service with a capitol S. If I bought a gun at auction they would handle the transfer for $25. But every new gun was bought at their shop.
If I found that level of service again would never order online. But I havent so our local stores eat dust and my FFL transfer guy makes $25 a pop.