Why Irish camera shops are so defensive about online webstores

Any time I write about buying digital cameras, I always include online purchasing options, too.
To me, this seems normal, as it's a mainstream method of purchasing equipment these days. But camera shops bristle at the inclusion of online prices and they're not shy about letting me know.
Chief among their complaints is that it's unfair to simply show a price comparison (the online cost is almost always significantly cheaper). They say that people like advice and a face-to-face experience. They also charge that popular sites such as Pixmania often offer instruction manuals in foreign languages.
They are right on both of these points. But just as there are arguments against buying online, there are other unacknowledged points in favour of it.
Aside from the occasionally astonishing discounts (a Sony Cybershot T50 costs €500 in most Irish shops but just €365, including delivery, on Pixmania), you're often far better covered in terms of consumer protection when you shop online. This is because the Distance Selling Directive offers a no-strings-attached 7 day period for consumers to change their mind for any reason and send the item back for a full refund.
Beats the hell out of a 'credit note'.