I help the little guy a bit, but I don't owe him my money. The problem for me, is that about an hour away is a mom and pop shop that is potentially the biggest in the state. They have a few hundred new rifles/pistols/shotguns as well as 100+ used firearms. They have a big supply of ammo and accessories. Their prices are right at what Walmart or some of the better priced online guys run, especially when shipping and transfer fees are brought into the equation. My dilemma is that while I would like to help the guy at the end of the street, when his prices for ammo and accessories are twice the big B&M shop, it is hard to continuously support him. I don't think it is gouging, he seems like a great guy, but sometimes prices are very far from competitive.
The glory of a free market, is that places like Cabela's can work its way from a few fishing flys at a hardware store, into a place with great deals and a large selection, into a place closer to an amusement park than a hunting store along with turning those great deals into average to overpriced deals.
The little guy, if in the right market, with the right drive, and the right smarts, can become the giant, or at least become large enough to compete. If I can I'll help the little guy out, but if they are rude and offer nothing that the box stores or the internet couldn't also provide at a less expensive price, I have no use for the little guy. Too many small stores (not just firearms) seem to feel like the people that walk through the doors owe the store their money because they are a B&M store. That is BS and it turns me off from many of the small guys to the big box chains.