I think most savvy internet shoppers think this when they see things on store shelves, and in some retail stores, its a much larger markup than just a few pennies.

I thought the same thing after reading this article, but then wondered how much a posted policy in the store might help? Something clever about doing our best to match internet prices if you come over and have a chat at the counter (giving you the catalyst for a relationship that could lead to a loyal customer), and/or politely extolling the work that the bookshop does to curate it's collection, and that you may never have found it if it wasn't for your thoughtful local bookseller! I find it hard to sypathize with local businesses that I have no connection to, but the ones I do frequent, I feel at home in. I go to retail locations to browse, or because I know I'll get a level of service (and personal interaction) that can't be matched online (being able to try things on, asking for reccomendations, ordering off the menu, chitchat on similiar topics, etc.)