If you can get a great fitting on the same bike for $100 SLAM dunk. Business is business. Supply and demand they raise their prices then demand may not be as high.
While the service you get at shop #1 may be worth spending the extra bucks I wouldn't do it out of guilt or obligation,
If you want to buy at shop one give them one chance to match the competative price or get a good fitting at shop #2 and spend the extra bucks on accessories