Its basic human instinct to look for the best deal when buying things. Customer will feel good knowing that they are not overcharged. The seller also hope that the customer will spread good things about their shop to others.
However this assumption does not apply to shops that are not concerned about reputation and goodwill. They will try to extract whatever they can get from the customer but resorting to deceit and misrepresentation. If customer complains, they will resort to brute force. If there are more complaints, they will close the shop and open another one under a different name.
Well established game shops are known to offer good service at fantastic prices. However when black sheeps beckons to unsuspecting customers with unbelievably cheap prices, the latter trust in well established game shop began to waiver. Some customer will confront the game shop with "if THAT shop (i.e. black sheep) can offer me such prices, why can't you match it. So much for my faith in you!"'
Recently there was an account of a couple traumatic experience at a popular forum. They visited a shady shop in Sim Lim Square. After refusing to pay more monies to 'increase the internal memory' of their newly acquired PSP, things turned ugly. The male customer was badly assaulted by three of the shop assistant.
The irony is the customer had done his research and is well aware that its a shady shop. But they were too tired after comparing prices at shop after shop. So they just want to get over and done with the purchase. They thought that might not be so unlucky.
There is a popular saying, if the price is too good to be true, its probably fake. Remember this golden rule well.
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