Why is it dumb? Why is it pretentious? A store that has that type of customer loyalty has often built it up through years of exemplary customer service. For example, I needed a pair of cufflinks for a wedding, I knew exactly what I needed, and I needed them before leaving for the end of the week. I *could* have gone with any number of retailers and gambled on getting them by Thursday, but I went with Gary Drinkwater, who I knew would come through in a pinch. He didn't have exactly what I wanted, but he phoned around immediately, found what I needed, and had them dropped shipped, express, from a supplier, the very same day. I was willing to pay 20% or so more than the closest competitor because I knew that with Gary, I was not going to have to worry, that he would follow up and make sure that things went smoothly. At Kuhlmans, which I visit everytime I go to Seattle, I know that I can bring in my suit, which they tailored for me a good while back, but which still doesn't fit perfectly, and they will make adjustments to it free of further charge and willingly, until it does. I make a point of buying my Nice Collective there, if they have the piece I want, even if another place in the city carries it for less, not just because I want to ensure that I can get that type of service (which saves me a lot of headaches) for years to come, but because that type of service makes me like patronizing the store.