Profit seems to be a dirty word for many. That profit makes it viable to pay wages and salaries, and the endless costs to run a business which is also more wages and salaries for those businesses that support your business
It's Profit vs Egregious Profit.
From an open market perspective less efficiently run businesses should shrink/die when they can't compete in a particular niche. No consumer will listen to the owner crying about how he runs his business. Unprofitable companies will go out of business, unless the owners have an endless fountain of funding to keep it afloat.
When you want to buy the starter motor, would you buy from Attewell distributors for $300 online or visit the retailer and pay $480?
(keep it simple ... only factor in cost/convenience from a consumer perspective)
If Attewell were selling it for $450, then would you bother buying online when there's only a few % difference and you could get extra benefit by speaking to the retailer on how to install it etc.