My parents think of buying a new bike as go to place where its the cheapest and just pick something out, no test riding, no fitting, just go and get a bike. They also see going over 400 on a bike is just plain stupid. Thats what i have to work with. They also don't understand the perks of buying from a lbs that gives discounts and free maitnence either. or from buying at the lbs from college, sense thats where the bike will be at most of the time.