I don't think anyone needs to apologise. That's what credit cards are for: to vote for competition. Local shops will either adapt or perish. In the great land of Oz where I reside, shops have demonstrated they can adapt and some did so very well, with really competitive prices. Others have bailed out. At a statistical population level it is clear the consumer is still king and shops that don't acknowledge this, pay the price (pun may or may not be intended).