Well Kickstarter would like to have a word with you, but otherwise… that’s my point. It seemed like customers were paying the same for less, except now you can get quality games for 10 dollars or even less. You didn’t get that often while shopping store shelves.
Now that I’ve played with CoolStuffInc a bit, I’ve found they can somewhat often be cheaper than Amazon even while paying shipping. You just have to be aware of prices on the games you want.