I’m all for it! My LBS does price matching. I was recently looking for a full suss XC bike and saw a 2011 model Giant Anthem 3 online for £1400. In my local bike shop it was £2150. I went in, tried it for size and then told them that I could buy it for 750 less elsewhere. If they wanted to match it great, I’d rather buy it from them, but if not then it wasn’t a big issue, I’d go elsewhere. They didn’t have a problem with it, fully appreciated that it was huge amount of money, and said whilst they’d make very little profit they’d rather me buy from them than elsewhere.
As far as I can see they get a small profit on a bike that they wanted to get rid of and my continued custom, I get a good deal on a bike, everyone is happy.
Ultimately I agree with the poster above, I’m not a charity and look after number one. Its not like buying a loaf of bread from tescos, its a fairly substantial amount of cash that I’d rather have in my pocket than someoneelses!