Its not unfair to them at all, thats pure propaganda. Lets be honest their prices are so far out of whack the sales tax doesn't even come close to being a deciding factor.
I needed 60 hardened bolts, nuts and washers for a project, local had them at 3.68 ea
With tax is was over $232. On line $40 inc shipping no tax.
Even with tax on the $40 (about 2.40) it would not send me running to the local.
I understand the cost of doing business in a brick and mortar store is higher and i expect to pay a little more but not double, triple, quadruple, quintuple and more. At that point it has become a cash grab.
Start paying stock people and cashiers $15 a hour and see how many close.