As an owner of a FLGS I deal with this issue often. We sell products for the MSRP. We do sales occasionally and we also offer 20% off on core books for all RPGs. Customers often ask me to price match with amazon, which is something I cannot do. I pay around $11 for the 4e Rules Compendium from Wizards. I have had customers say that they can get in online for $13.50. I just cannot match that price on a regular basis.
We do what we can to provide a large play space and a great environment to play in. A great customer experience is the key to keeping people in our store. I understand that people need to save money when they can and I don't hold it against them. That said, it does bother me when I spend 30 to 40 minutes walking someone through what they need to play 4e just to discover that they planned on buying online from the start and just wanted someone to help them figure out what to buy from amazon.
I also get a little angry when people accuse me of price gouging. Selling something for the MSRP is not price gouging. I am not ripping people off by selling at the MSRP, yet I still get the occasional comment about my inflated prices compared to Amazon.
As to the comment about the DC comics being sold out, this confuses me. All of the local shops in my area are selling out. When I talk to them they all have commented about ordering about the same levels of books that they were ordering before the relaunch. At my store we ordered a ton of books. DC has a program that lets return the extras for the first several months after the relaunch so we ordered dozens of each book. It perplexes me when other stores talk about not upping their order quantities.
Ultimately, everyone should do what they need to do. As long as you are playing and having a good time, the rest will sort itself out.