Although my feelings haven't settled in and I'm not sure where I stand on all this just yet, I thought this would be relevant to the discussion. A while back I got to emailing with a guy who used to be a dealer, and this is a quote from one of his emails.
Yes I was a dealer back when O had soul, before Sunglasshut, Champs, and Finishline. They are nothing like they were. I had a bike shop and 2 apparel stores. Started in 1989 to 2007. I went out because the internet and the Sunglasshuts were flooding the market and of course my name was not as well known as the big box stores.