Online bike shops aren't necessarily cut rate, they just have lower overhead costs. Also I have found that many of the OBSs are more knowledgble than many LBSs. Furthermore, many LBSs are also OBSs. Some of my LBSs are OBSs. I actually mail order stuff from my LBS because its often cheaper and ecofriendlier to have it delivered to me than for me to drive my car there. These days the distinction between LBS and OBS is totally blurred. Just buy a bike wherever you want. You are, no doubt, supporting the industry more than the average person regardless of where you shop. All OBSs are small businesses compared to walmart and home depot.