You would think it would make more financial sense for an LFS to conduct itself ethically. Sure, they can do what the LFS did in this thread and make nice chunk of change, however, the customer will probably never purchase from that store again after all of his fish die in a week. What the LFS should have done, since this customer was obviously brand new to the hobby, was to set them up in a way so that the customer would be on the proper starting path. A good LFS will approach a new hobbyist from a standpoint of education and long term success. Recommending various reef book and websites (livingreefs.com) is always something they should do. So while this approach may have not lead to as big a transaction on this customers first visit, in the long run it will probably amount to much much money changing hands and in an honest way as well. This is an expensive hobby, and any LFS that gains the trust of a customer may be rewarded with years of purchases.