[sizzzzlerz]

And service is what distinguishes bike shops from each other. In reality, bikes are commodity items, things you can buy anywhere and are sensitive to price. The same for computers, appliances, and most electronics. Service, however, is unique to that store and people remember good service (and bad). When I get good service at any type of store, I feel good about the experience and am more than likely to spend my money with them again. And a key point, I am willing to pay more to get it.