why pay full price

hey, are there any other people who get frustrated when they see people who arent so into tech buying gear at huge prices from shops. I know we have to support the smaller businesses but the other day i went into a shop and they were selling an emac for $1950!! I felt like pacing a small placard next to the computer saying “dont pay that fool”.!
But with the advent of the internet and webshopping, i feel that i never ever want to pay full price for software or hardware again. I have to say it is kin of disheartening to look at a product in a shop and turn to my friend and say “i can get it cheaper online”.