i have to say that pics up on this site - or a website - would make me more interested to take the hike to brooklyn. I don't have a car here in the city and it takes me over an hour to get down there via subway- then walking to where I need to go.
The websites themselves aren't too hard to put together- and a basic package from godaddy or another site isn't too expensive.
In regards to online vendors I have to mention again (i think it was brought up in this thread earlier) drop shipping is huge. Not having to carry any inventory, staff, etc and having the wholesalers ship direct to the customer means there is almost no overhead- so any profit over the wholesale price is $$$.
If it weren't for the high shipping costs (as I usually only buy one coral at a time for my small tank) I would never use a brick-and-mortar vendor, but even if I were to buy a coral for say $30 online it would still be cheaper for me to get it at New World for $70.