I estimate that I have bought 75% of my skis online. I am not sure that educated consumers want or need the added commentary of a local shop guy (who always has a point of view usually based around his profitability). I am much more in the darwinian camp on things like local bike and ski shops. if they truly add value they will survive. But often the extra layer of cost is not worth what you get for it. Having a choice is great.
In skis the ability to demo is very important for a lot of people. But I bet that most skiers that demo lots of skis are doing a good percentage of the demoing at Brand sponsored days where the local rep shows up with lots of skis. I am not sure how much value local ski shops actually provide, and this is why it continues to be a very tough business.
I actually feel stronger about trying to support local bike shops because I don't like to do all my bike work myself. So I actually choose to buy components from them when I know I am paying a higher markup than I would online because I want them to stay in business.
Some products will never be sold direct. Many products lend themselves quite well to direct to consumer selling. Again being able to choose is a great option.
I guess your point is that the choice may disappear over time and we will all be left with only the direct option. I can live with that assuming that it comes an appropriate level of cost savings.
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