I agree with you: most people walk into a store to buy a phone directly; and what's on display is what catches their eye first. I've only bought an unlocked phone online once, but loved the experience so I would do it again. Also, most people opt for what is trendy or in nowadays; and so really good alternatives like HTC could get overlooked.
They should opt to stand out and be different... I don't get this mentality to be the same.