I have been friendly with the owner of my FLGS for the past, oh, 15 years. Him and his employees have shared with me their love for games in general and RPG in particular over numerous conversations.
He sometimes come to the music instruments store I work in and I take good care of him, support-wise and price-wise. When I go buy stuff at his store, he does the same. Over the past 2 years we started switching conversations towards music. He's a great composer and made me listen to his tracks. I give him pointers music-wise.
You just can't have that type of relationship with your local Walmart owner...
That said, I think it's presomptuous to critisize someone's shoping habits, but I just think the extra 10 bucks are all worth it.