What kills it for me is shipping cost. Sure I can order a set of tires for $10 per pair (front and rear) and then pay $15 to ship it. That's completely not worth it when I can walk into a local store get the same tires the same day for $14.99 a pair (comes out slightly cheaper anyway). Now, if I could order say 4 pair at $9.50 each and only pay $5 or so flat rate shipping it may be worth it since there is no tax involved.