While price is of paramount importance to many buyers, there are also many buyers for whom the convenience of the online purchase overrules all. Part of that convenience is having found an item, quickly clicking through to sale completion, and moving on to the next thing in a long to-do list, versus messing around finding “the best price”.
Also, there are those for whom the ability to chase down a vendor semi-locally, if need be, is important.
Taking out home equity loans to finance current operating expenses is nuts. THat said, the only family on my block that did and does so are hard Dems. Hell, the husband worked for the Clinton campaign and got a job at FNMA. While this may be a trait of Dems, it is my observation that normal people know how toi manage money.