Most businesses support the free enterprise system and the open, competitive marketplace, at least until someone uses the system to save money and cut into retail profits. As a so-called "consumer"--an insulting term to refer to human beings by--I use the system to save money, just as a retailer uses the system to make it. So no, i would never pay a "fitting fee." If the retailer wants me to buy the product, he needs to offer it at a competitive price. All the people I know who run bike shops and outdoor gear shops make plenty of money, judging by the cars they drive, the houses they live in, and the trips they take. They can lower their prices a little to compete a little more with online retailers, but , of course, most won't because they want to maximize profits. It's all part of our economic system.