What I believe shops should be (and do) anno 2013 is to offer facilities. Gear rentals, agreements with pools for rental times, sales and consumables (air etc).
Shops should *charge* instructors for organising these services and allow instructors to offer their own courses based on hiring these services from the shop. Discounts and agency interfacing can also be organized by the shop, for minimal overhead.
This way individual instructors can pull as hard as they want on any of the three corners of the time-quality-money triangle and the shop can offer an variety of options for students with different needs.
However, this is a serious paradigm shift for many shops (and instructors) and although I see this happening around me, we haven't navigated this corner yet.
R..