Short answer is that they're in business to make money.
But that being said, as much as I like Chris, Critter's pricing is so far out of line most of the time that I can't bring myself to shop there. I love going to the store and looking around, but I have rarely if ever actually left with anything. I don't expect brick and mortar retailers to match online pricing, but at least be competitive enough that I don't feel like I'm being punished for shopping local. I genuinely want to give you my money.
Interestingly, when I was doing freshwater, I was far more impressed by their selection than I am when I'm looking at salt stuff. Maybe we're lucky in that we have hobbyists in this area who have great corals, but the stuff in the frag tanks there usually doesn't impress me, and especially not for the prices.
I want Critter, and all LFS for that matter, to succeed. I'm a huge fan of shopping local and keeping my money in TN. But I refuse to be raked over the coals because of it.