How much do you pay for a car if you don't haggle?
I can't argue with not wanting to haggle. I've been lucky... My first dive shop, the one closest to my house and the one I did my training with, prices things in their shop at MSRP or higher (the fins I bought for my course were 10-12% over MSRP, which with a student discount of 10% was just a bit above MSRP, as I recall), and when I enquired about getting $1700 or so of gear from them, and asked about a discount, said a little something might come off as they rang it up.
The other dive shop I've found about 20 miles further away gives me prices right around where I see the authorized online dealers advertising without me asking. I could save a bit more going online and getting the discounts they can't advertise, especially since I wouldn't have to pay sales tax, but this dive shop also spends a lot of time talking about your gear choices with you if you want, gives you a chance to try out your new gear in a pool, and has a 30-day return policy, even if you've used it in the ocean.
While I've bought stuff online, I think I'm going to give the second dive shop first shot at most of my business, at least for the big things. I can see going online for small things you don't care about service/warranty on, or where the shop doesn't have/carry what you specifically want. I bought a mask from LP after visiting their NYC store (local dive shops didn't have one that fit well, and LP had a number of them on display), and I have a box under my desk I got today from Scubatoys with the dive lights I wanted where the shop didn't have what I specifically wanted.
However, if I only had the first dive shop as option, I think I might end up doing a lot of online sales, local servicing be damned. I'm hopeful the first shop will improve, since it was just sold to a new owner. I'm glad I have more options though; if you don't like the pricing at one place, try looking at others before giving up on local sales.