I'm not sure anyone is fooled by the "It's cheaper" - but there are a lot of us who will pay a reasonable premium to not have to go to the store and deal with salespeople in person, and personally... I think that's a reasonable luxury to buy?

I mean, even if salespeople weren't... salespeople, it's still often a good several hours of time during business hours to drive to the store that has the thing you want, and I personally have a really hard time telling you how much I will like a mattress without sleeping on it for a week, anyhow, so I don't feel like I'm getting any value out of shopping in person.