I only read about half of the posts, it was all I can take. I don't own a dive shop, but I do work for one. You guys must not have very good dive shops. We push education throughout your diving life. I (nor anyone who works at our dive shop) is a used car salesman, we enjoy our integrity above all. We are not in the business of selling you the "best" equipment out there. We are in the business of selling you the "best equipment out there for you".
People who pay the extra money to buy from a dive shop do so b/c they know that they are paying for the service after the sale. They will always buy from dive shops, b/c they don't trust the internet. People who buy from the internet do so to save $$$, which is totally fine, in fact even logical. However, what you are going to find, and this is starting to happen all over the place in Florida, is dive shops being able to tell if you are in just looking and then going to buy off the internet. THOSE PEOPLE GET ZERO TIME, ZERO ANSWERS, AND ZERO CUSTOMER SERVICE. Also, bring in a reg bought off the internet for us to put together, $150 bucks, buy a reg from us, FREE CHECKUPS B/C SERVICE. Bring in a reg with a problem and we will ask you why you didn't take to the place where you bought it, most people will say they bought it from a dive shop where they used to live, so we ask the name of the shop and check the website of the manufacturer to see if they are a dealer, WE ARE NOT STUPID. If there is not dealer by that name in that town, we hand it back to them and ask them how they like the internet now and maybe they should send it back to have the problem fixed. This only works b/c most of the shops in our area do the same, the ones that don't bring us the regs when they screw them up.
Also, the people who said it are right; there is no agency that requires a c-card to buy gear. Other than certifications and tank/air regulations the diving industry is a self-regulated industry. SO BE FOREWARNED, W/O YOUR LDSs, the diving industry won't last. Most people can't afford compressors, can't afford to maintain them in a manner that is consistent with safe practices. Also, most people don't have the resources (or won't when dive shops go belly up) to get the info, or supplies they need to service their own gear.
All that being said, I have bought a lot of dive gear off the internet; Fins, masks, snorkels, boots, gloves, hoods, wetsuits. I draw the line at something that needs to be serviced and especially draw the line at used gear b/c you never know what you are going to get. Used gear at dive shops has been checked out, serviced and is safe.
In closing I just want to say that I am sorry that most of you feel that your LDS people are trying to job you. Although I am more worried that these people (the LDS owners) haven't learned to respect their customers more and would push for you guys to find a dive shop that you trust and respect. There are many intangibles that come along with person to person contact. Most of our customers actually seek us out for advice on local dive spots, vis reports, travel and equipment advice (what do you think the best way to do this or configure this is, or I am thinking about buying this what do you think) and we make a living telling them what we think the truth is. We also make sure they know that this is in no means a fact, just our opinion.
Good Luck in the future and I hope you all enjoy your future diving experiences.
Now to answer the question is it ethical, depends who you ask. Just remeber that a percentage of the people who sell on the internet don't dive or know anything about diving. They don't check their gear. As a matter of fact I know someone who thought they were buying a ScubaPro reg off an internet site (no I won't name the site) and got a Scubapro body with some other guts.