I don't know where all this "Diving should be for everyone" stuff comes from, but I personally think it's nonsense. Even with the least expensive gear and training, diving, or at least scuba diving, is expensive enough to be prohibitive for most people. Quality gear and instruction is costly, and scuba is a gear and instruction intensive sport even without travel. It's not the sort of sport you can get into for the cost of a $15 ball and a pair of sneakers, and so will likely never become the sort of activity that's enjoyed equally by all economic classes. If you're having to decide between a heating oil or rent payment, you're probably not going to be making a nitrox fill and charter fee a high priority.
However, for those passionate about the underwater world and unable to afford scuba equipment, free diving can be very rewarding and is much less wallet-draining. For those occasionally able to scrape some money together, buying a piece here and there is a perfectly good way to get your gear. Buy what you can afford... if the LDS is out of your price range, you may not be the customer they're targeting. I support several local shops, and I also frequently buy gear used or online. I research what I want on my own, and get it from the source that makes the most sense.