No, I will not pay a fee per se. However, if I required an expert to help figure out fit for a piece of sporting equipment that used a significant amount of time from a salesperson or technician than yes. In that case, I would probably buy it at the store. Surefoot ski boots is a great example. They provide custom orthotics, custom foam fit, boot heaters and shells. The charge full price and have great retail margins albeit seasonal. I could see them charging a fitting fee if somehow a customer could take their work and duplicate it on line.

Retail is changing but it still gets down to the value proposition offered to customers - unique products with great service = high margins and satisfied customers. However, it will get much more competitive than less. For example, I have an App on the iPhone 4 where I can take a picture of a barcode on an item at a store and it will find the merchandise in other local stores and on the internet with prices. The gloves are off and retailers will have to adjust.

With respect to bike shops, we purchase most of our clothes via our club order which is in large quantity. The same is true for shoes, helmets, wheels, tires, lights and many others. We have a deal with a bike shop on discounts. This is typical for most larger clubs. Voler brings their clothes to club meetings and we get to try them on before ordering.