Can you see how a space suit provides "life support" to an astronaut? In space, it is completely hostile to human existence right?? In a sub-marine environment, until we develop viable gills or some other method of O2/CO2 exchange, that too is completely hostile to humans. Have a look at the definition given by Oxford dictionary for LIFE SUPPORT:
Sorry, y'all, but I'm going to have to agree with this analogy. Perhaps it's more obvious to those who are diving in hard overhead (caves, wrecks) and staged decompression diving. But whether it's obvious or not, it's still the case. The bottom line is that without the equipment, you die.
Okay, so depending on the nature of the dive, a diver facing a catastrophic failure of an important component of his life support may have options - like swimming to the surface or borrowing someone else's life support equipment. But it's still life support, much in the same way that a parachute is life support equipment to the skydiver. Just 'cause he's got a reserve 'chute doesn't make the system any less "life support."
No we shouldn't have to pay through the nose just because it is 'life-supporting' equipment, but the economists among us (pointing at the guy who writes REALLY

REALLY long posts) have explained the supply and demand paradigm shift already.
Yeah, who IS that guy? Hate that long poster...
THE LDS WHO SURVIVE WILL BE THE ONES THAT CHANGE IN ORDER TO BEST ADDRESS THE NEEDS OF THEIR CUSTOMERS, NOT THE ONES WHO EXPECT THEIR CUSTOMERS TO ADDRESS THEIR NEEDS.
+1! Anyone who thinks otherwise is sadly disillusioned. Markets - including pricing, demand, product innovation, and the works... Are totally controlled by the consumer. It continues to astound me that a manufacturer (actually, a distributor) enacts (sometimes illegally) price controls. Not only is it fruitless, but it places the retailer in a really bad position because he often can't sell an item below a set price, even when that's what the market (consumer) demands.
These are the basics in business. It should not surprise, then, that the industry is in upheval when clearly, what's being practiced is something besides business basics.
I missed making an m-quote on the post about the guy who services and compresses. 8$ fills and service for regs no matter where/who sold them. No BellyAching about online sales... that guy, despite having been in the business for 30 years, is on the forefront of where our industry has to go.
Absolutely!
My
air fills are $10. For that price, though, the client gets healthy breathing gas without any shortcuts. They also get fills, two tanks at a time, in five minutes or less - cold. Yes, I could probably sell the fills for less, but at some point, it'd be a sacrifice - either the quality or the speed of fills would decrease. My business model bets that people will pay a couple of extra bucks per fill to have good, quality, reliable gas literally "on tap."
I kind of think the future diveshop will be service and airfill centered.
Yep.

What else could a dive shop offer?
I think that there will also be some big internet retailers like Leisurepro and Scubatoys. Some dive shops will thrive in that way, too... By embracing the Internet and joining the paradigm shift, rather than complain about it.
By far, though, the LDSs business plan for the next decade should include air fills, "emergency" purchases, and
service.
...but the biggest winners in the whole shift are going to be UPS and Visa.
...And the Federal and Local Governments, who first take an average of about 30% of someone's revenues, then generally take another 6% - 8% at the time of sale.
Change is difficult for the vast majority of human beings to accept much less embrace.
Difficult but inevitable none the less.
Yep, another big study in my upper level management courses.

Even "good" change causes an amazing amount of stress in most people.