Recently i've bought the new iphone, it's not as expensive as the high end macbook, but still, not a small amount of money.
I got to the store, asked for the phone, finalized my purchase and got out, all in 15 min i guess. No second guess, no cold feet, because i had been researching smartphones for years before going with it, i knew what i would get and what i wouldn't.
Back in the day you would indeed need to go to the store to know what you were getting.