Here's what happens: Anglers do the majority of their research online, hopefully they read some magazine and/or online product reviews, and have their mind set on what they want to buy. But it's hard to really know for sure with some gear -- at least in the case of a fly rod. Most anglers won't know if they like a rod or not until they actually pick it up and cast it. So they head to the fly shop, try a few rods, and get the spiel from the person behind the counter. And when they're really sure about what they want... they go home and order it online.