I don't see why there is any dilemma in where you choose to spend your money. You are the consumer - you have the money, you have the choice. If the competition, in this case an online retailer, can provide better prices, then obviously you'd go with that. It's an understood aspect of business. There has never been a "moral" spending of money for necessary items - and spending more for your conscience's sake? That's called charity, and it's an entirely different issue.