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@aloadofpants
The point is one of customer service. The amount is immaterial. If any business wants to keep its customers then it must look after them. If a business is failing then perhaps they need to look at why. A business only survives because of its customers and this is especially true of smaller businesses. Ignore the customer and they will ignore you.
You have a point, and I fully agree. What ever happened to 'the customer is always right' ? We therefore have the right to complain and to shop elsewhere. I would have bought at least another 2 more bikes from him (for the wife and kid) were it not for the racist rant (i'm originally from essex, not white, and have blacked out windows on my car, so he actually managed to offend me with a triple whammy). However customer service, especially from the mechanics downstairs is always excellent, and I do actually enjoy to pop in to see the bikes as the place does provide a unique bike shop niche for central London. It will be a shame if they move to EC1, but I guess the high fitrovia rents, Cycle Surgery, the imminent Evans Superstore, and me not purchasing those extra two bikes have taken it's toll.