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Every time a retailer tells me "My customers buy what I tell them to buy" I make a mental note to see if they are still in business in a few years.
Tobin
That attitude worked for many years. LDS' got by quite well, despite their ignorance because the consumers didn't know any better. "Less is more" is a tough sell in an environment where 'features' have been used to sell gear. I've been there, it's an easy mindset to fall in to, especially with the encouragement of 'pros'.
Comparing rigs with a LDS diver is always amusing. They look at my rig and think I got ripped off because it doesn't have 5 dumps, 6 pockets, pads up the wazoo, trim pockets and an AIRII. Even if I get the opportunity to explain the advantages, they usually aren't receptive. Nobody wants to hear the gear they just spent oodles of cash on is feature rich and functionally deficient to something costing much less.
Despite the ample resources at consumers disposal, it takes knowledge to make sense of it all. That takes effort that most LDS employees don't even expend. The information available can be contradictory and confusing, especially for newer divers. It's a shame more instructors aren't more objective when lecturing on gear, but I'd have to lump most of them with the LDS drones.