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amey
It's a very strong brand, so they will attract all kind of people looking for a new bike, who aren't necessarily clued-up, and/or happy to pay extra for the perceived "premium" experience.
Also choice = convenience, and they have no competition in that respect.
And the shop will also sell to people who would usually buy everything online but need that super rare spare for their 1998 Veloce shifter, or need that Stages cover today etc... There's a lot of last minute purchases in there.