I have all but written off high-end shops and therefore don't utilize their services, either to buy through them or to audition something and then buy it cheaper elsewhere. I read a lot of reviews, buy stuff used, decide over a couple months if I like it or not, and sell what I don't want.
About once a year I go to a couple of the local high-end stores just to see if they've changed their approach at all - new pricing strategies, more intelligent advice, different products, etc. I'm open to seeing the value, but it never seems to make itself apparent, so I go back to educating myself and providing service to myself. I'll even be real open with them, and ask them about all of these issues, but instead of trying to win me as a customer, they get all nervous and avoid the questions. I agree with Abstract7 - if you're up front about what your approach is, there's not a question of morality. It's the flip side of Best Buy saying, "we'll beat any advertised price". You walk in and say, "I'm here to see if you'll do what it takes to win my business". If what it takes is the lowest price, so be it. If it's a certain type and amount of service for a certain price, that's fine too. It's only a question of morals when you purposely mis-lead somebody.