[shiroiuma]

You have to find out about the product somewhere, whether it's from a small business, or from Amazon. After that point, then you comparison-shop. So how's the market supposed to work if you're only ethically able to buy it from the first place you saw it? Or do you think you're only allowed to comparison-shop for things you buy repeatedly (like milk and eggs) or things you learn about through advertising?

[sokoloff]

My personal belief system is "it's fine to buy it from the place that's cheapest/most convenient/otherwise best, but in the case of ties, you should buy it from the place that was most helpful".