Looks like a fluff piece to me as well. I list on eBay when I'm not busy with other work, or when I have estate pieces that need eBay exposure. My sell through is well over 90%.
Eclecticoldsod has it right (though I do make a small profit on shipping (maybe half of minimum wage when all is said and done), regardless of sniping from the peanut gallery.....
Since much of what I sell is on consignment and needs to be sold in a timely manner, a store makes no sense economically for me. I wonder if anyone else has experienced huge sales with a store - those I know that had them once have all shut them down.