It's about time the bloke on the street was treated equally, i'm personally fed up of being treated differently because i choose to nip down the local store and pick up my goods in the flesh, i can buy online if i want and sometimes do but it really should be a secondary option (which includes free p&p) but doesn't include a big discount because someone feels the need to slap something extra on top for sending it out to the store.
And yes the price on the street is the one that needs to be reduced, not the online one boosting.