It's not like they were selling digital copies of something, that they lost all of it. It all depends upon how much is their margin? Maybe they go home every night after selling all their stock. How long did they have to wait to sell that $50 worth of stock that you didn't buy? 5 minutes? 10 minutes? Were those 10 minutes worth $1.50 they saved on fees?
It's a great point to add that it's nuanced. But a lost sale is a lost sale and should be avoided if you're in the business of selling things. Unless your margins are under 3% (the reason why Overstock is say an early Bitcoin champion)
