I have to agree with you on that one, but with a difference ...
ScubaToys is in fact great to work with, BUT they have a phone number, and have no problems resolving exchanges, etc, immediately after I talk to them. Not to say they don't thru e-mail; it's just nice to be able to get on the phone and get a package or credit taken care of immediately. They have gone above and beyond for me on several occassions where I was scrambling to do exchanges or additions right before a trip. Matter of fact, they're the outfit where I ordered the merchandise that JoeDiverAmerica charged me for but failed to send.
For JoeDiverAmerica, just the fact that they don't have a phone number and haven't responded in a week is, in my opinion, enough in itself to score them in the basement.