People can rationalize it anyway they want. Taxes, rent, utilities, payroll, etc. but even the mail order companies have to pay ALL of those things. Its not like these things aren't stored anywhere, that no one packages them, that no one is working support, returns, etc. they have a lot of costs associated to running their business that B&M stores don't....just different costs in an environment with much fiercer competition. . Its not like these things just magically appear in the mail from non-existence while some guy sits in his mom's basement running it all from a single PC giggling in a pool of money at the expense of the poor hard working B&M.
With most other products right across the spectrum, be it consumer electronics, clothes, tools, etc. the prices online while often better, only on the rare item will you see huge differences, not like the absolutely wild price discrepancies that you see in vaping right across the board. Most of the time it isn't even worth ordering stuff online because shipping often wipes out the savings making it a wash. The only thing that can account for the kinds of discrepancies we're seeing here is predatory greed.
Greed a lot like all those old computer shops one of the guys alluded to. Most of them were predatory as a great many vape shops obviously are. Just locally I can remember too many incidents to count, some high profile cases of consumer gouging, predatory marketing, etc. making national news, a lot more local news reports, fines, court cases. Most of them eventually went out of business, many declaring bankruptcy, many simply vanishing overnight with employees showing up to locked doors, their last pay period unpaid, along with a large pool of customers who will never receive their goods and an even more massive trail of debts left behind...
...I never did get that 3DFX Voodoo 3 card. I knew better and lost that gamble.
I look at some of the vape shops in town and so far not one looks like it will survive in the long run. I've gotta go 2 hours out of town to find the ones that won't fail and will likely expand. Anyway, the good ones will survive while the bad ones will leave a trail of financial consequences extending beyond everyone they ever came in contact with.
No amount of people rushing to make excuses for their pricing will change that.