I don't think I'd buy a full bike online, but it's hard not to buy parts online. When I got my BB7s i saw them on sale at pricepoint for $59-each wheel with the rotors. so $118. so i called my favorite bike store and asked for their price. (as a rule if its within $20 of the online purchase (shipping included) I'll just buy local). my LBS's price was $120 for each wheel!. so pricepoint had them for less than 50% of what the LBS did. Shipping was $11 so it was 53% of the LBS price. I just couldn't justify the extra $120 to go to my LBS. The brakes installed easily and work great. If it was a part I would need help with, I would probably get it at the LBS because i would feel ashamed if I bought it online and took it to them.