it's a business. By definition, they are into making profit.
The ads are BS. Why would they care about audiophiles? It's like when the customer is surprised that the waitress is not into him. She flirts so that she can get a bigger tip.
I also agree that the 5% restocking fee and the shipping cost makes it prohibitive to try out gear. I tried it once, for an amp that would cost $1000 on USAM they asked $1800 so I ended up paying $200 for a 2 weeks "trial". Quotes because I would have kept it if I had liked it.

