Sooner or later a real business man who wants to earn a living AND wants to sell diving equipment will realize he has to deversify into other related water sports such as sking. wake boarding, fishing, boating and possibly other non watersports sporting goods. How many other one sport stores do you see, not many and those are mainly sports with mass appeal such as golf. There are a few such stores in my area and they have prices pretty much equal to online.
Captain's right. It shouldn't be a matter of trying to drum up business in a shrinking field, it should be a matter of selling what sells. If that means the LDS selling other stuff, so be it.
As far as the online vs. LDS, nobody told the LDS that they couldn't have an online presence, just like some of the popular online stores, ie scubatoys, techdivinglimited, etc. Even Leisure Pro is somebody's LDS.