Typically, I will pay 10% over Internet at an LDS, plus sales tax, which means 17% more locally. Anything more than that, I'm all about the internet.
I bought my BC at an LDS recently. The price was fair, but mostly, they helped me find a size, talked to me about some of the differnet BCs and generally spent some time with me. That got them the sale. It really paid off when, as it turned out, the BC was a little too big. I had not gotten it wet yet, so I brought it back and they echanged it on the spot.
On the flip-side. I bought a dive computer and regs from scubatoys. They also spent some time talking to me about the products and gave me a great price. The dive computer had a problem right out of the box, so I called them - they sent out a new computer the same day (at least, I think so - haven't received it yet!
) - I've also sent back the old one - very good customer service, IMO.
I think the real key is, if you buy online, at LEAST buy from someone who also has a retail dive shop. IMO, LDS who complain about the internet are missing the boat...I know that thye simply cant sell some products online, but the future is for every brick-mortar shop to also have an e-commerce presence. Those who simply refuse to change are going to get hurt in the long run. Same thing happened in the music industry with MP3s/iTunes/Napster...industry refused to change, so the market changed without them.
/rant off
Jeff