To provide a little context, we are blessed in Rogers to have the Hook, Line & Sinker tackle shop owned by Aaron Jolliff. There's always a pot of coffee on the warmer and a handful of guys lounging around shootin' the breeze.
Aaron's store is well stocked, and between being a fisherman himself and listening to his customers, he has all the "good stuff." If there's something you want that he doesn't have, he can generally order it and have it waiting for you the next day or shipped to your home. Yes, you can probably find it on the internet and order it yourself. But not as quickly or efficiently as Aaron.
HLS also is the parent company for Bass-X Lures, which are some of the finest jigs going. If you have a special color request, they will gladly handle that, too.
I can't go plop down on a stool at BPS or Cabela's, drink free coffee and visit with my buds. Heck, at BPS, I can hardly find someone to help.
Those are some of the reasons I support the little guy -- regardless if it costs me a little more at times.