That’s not an accurate way to view this particular situation. I went to the store to look for a toy in a broad category (gender, age, price range). I saw this one that fulfilled my requirements, and I did a quick price check online just to compare, having little experience with this type of purchase. If I had been primarily shopping on amazon to begin with, I wouldn’t have even considered this toy due to it being out of my price range; and I would have gotten less value for the money spent. The point is more that Amazon can often have an unreasonable markup and people may not be fully cognizant of that. If they were, would their habits change?