It doesn't surprise me in the slightest. Many people are short sighted and look for the cheapest deal, which isn't necessarily the BEST deal.
I won't touch on line shops with a barge pole. Many are outside UK law and if you have a problem you have a problem. A few quid extra for a product from a reputable, UK, dealer is actually far better value, just a little dearer.
I was away on shoot in Ireland and had a disaster, I lost my entire camera bag overboard doing a rough water shoot, everything was lost, including that days work. Luckily the day before was safe in the fridge (this was in the days of film, so about 3 years ago). I have an account with Calumet, they are always very competitive if not actually the cheapest. I phoned my branch (Birmingham) who I have a good personal relationship with. At that time I was booking something like £500-£600 worth film a month and had made my major purchases with them too. On hearing my plight, they couriered a set of gear to me, a body and a selection of lenses - F5, 28-70AFS, 80-200AFS and a 17-35AFS and a couple of SB80DXs plus a load of film. It was with me the next day on the basis of "we'll sort the paperwork out when you get back next week".
Try getting service like that from some internet shop......how much was it worth in terms of £20 saved on individual items? PRICELESS. They saved me thousands by doing that.
If you want the retailers around that give you good service, you have to keep them in business for them to be there to give the service. If you only take from them (advice, ability to try stuff out etc) then go and buy it somewhere else by clicking a few clicks...don't complain when there is nobody left to help you out.