This is very true. The shops that sell gear at full MSRP are either clueless or in an area where they are open for only part of the year and need to sell things for more because they aren't open year round (some resort-only shops are like this). Even then, tell them you found it for cheaper. They would rather sell it to you at MAP than not sell it all.
If you do have a local shop that doesn't sell what you want, tell them. Ask to speak to a manager and let them know you want to see something different. Shops want your business and any shop that won't listen to you is retarded. The more you demand something, the more you will see it being offered. If you stay quiet, you will never see cool gear in your local shop. Your local shop wants to know what you want and would much rather have you spend your money with them than online- every time. So, speak up and let them know.
If you live in an area that does not have a shop, well then I understand that you have to shop when/where you can (online).