I don't know what United States of America you folks that are getting your FD air fills from or are buying your own compressor and filling all your buddies, but...County of Los Angeles, and I would imagine every US fire department other than volunteer have regulations that strictly prohibit outside use of any equipment. IT IS CALLED LAWSUIT LIABILITY.
Now those of you buying your own compressor that "have a fiduciary responsibility to your family" well KISS YOUR HOUSE GOODBYE as soon as one of your buddies has a "problem" with your provided air. You would be amazed how fast that "best friends" widow or now parapalegic caretaker is going to sue your ***** off until it bleeds through your nose. And even if you did everything right, a first year law student could convince a jury that your "expertise" is non existent and therefore you "must have done something wrong".
It is a very simple issue in diving - Without LDS to provide air-fills (nice $2 million dollar liability policy plus his home and all of his assets on the line), without LDS to get non-divers interested, without LDS to provide certification courses the sport of diving will become nothing more than a hobby for extremists or vacationers at some exotic location that will never dive again until they take the next vacation.
IF you haven't caught on, more and more of the dive equipment manufacturers have realized the "old world" reality - without local LDS retailers, their customer base is goin g to dwindle into oblivion. You can expect more and more of them to implemnet "Minimum Advertised Price" and "No Internet Sales" policies. SImple self preservation practices.
Those idiots who keep saying "capitalism rules" to to point of believing their own crap about not needing LDS due to the "new market economy" of the internet are completely wrong (that is if diving is to remain a growing or stable, broad supported sport). I'm sure those hardcore LDS haters will find a way to function in a world without LDS, but the reality is that they will become part of a rapidly dwindling group. Good luck on chartering that boat by yourself, or dragging that compressor all over the country.
And finally, no offense to Larry, but one guy opening shops around the country isn't going to solve anything. A chain store is no different than chain restaurants, department stores or franchises, they are only as good as the local manager and workers. Beside, I doubt Larry would be interested in opening a dive shop anywhere else but a "homerun" major population center location. That would leave the remaining 90% of divers throughout the US without this "new market" dynamic service.