Not sure what planet you folks are from who think retail buying experience is worse.

(jk)
I think our expectations have gotten very high due to tremendous improvements (due to technology) in quality control in manufacturing and incredible tight and fast supply line chains. Kind of like air travel, we go berserk of the wifi on a plane doesn't work, yet take for granted the miracle of sitting in a chair in a metal box 35,000 feet in the air.
yes, it is a numbers game, always has been. Most companies have and will continue to run cost benefit analysis weighing losing customers against gaining new ones as the grow and become more streamline. The internet and the shipping industry has made buying from your couch incredibly easy, but it is an automated process and one has to expect a certain lack of personal attention - which can be good or bad.
There will always be room for companies that charge a premium for outstanding quality control and customer service (Weber grills are synonymous with this market sector), but when we shop online seeking the cheapest seller, understand something's gotta give.
That being said, I stopped buying livestock online. Between my LFS, local reef club members and R2R sellers located near me, I find I get better livestock at better pricing not to mention no shipping costs and minimal transportation time.
Let me add that my lights and apex were bought through R2R and I couldn't be more happy with the sellers, the gear and the experience.
PS, There have been three companies in recent weeks that I needed to contact - used email off hours. All three got back to me and got my answers before the following Monday mornings. Granted , I am old and remember rotary phones, however, IMO, is a magnificent advance in customer service.