Very good posts and topic, Jon. I have bought 2 tire sets from you and will always give you a call on future tire/wheel purchases if you can get what I am looking for. Your service has been fantastic.
That being said, I just want to point out that many buyers and enthusiasts are in tough financial shape as well (my business was down over 50% from 07 to 08) so this can and will affect how "frugal" many buyers will behave. I think we all realize this - I just wanted to point this out, however obvious it is.
But the bottom line is consistent here - if you spend time talking to a vendor (paying/supporting vendor status or not) and his price is close enough to the best price you have found, go with that vendor who helped you.
Time are tough for a lot of people tho....