Ribble has some great prices. I buy my components online and save a ton of cash. Heck, these 105 hubs for $57 per set? Ultegra for $112 per set? I have a hard time going to a shop and paying $124 for the rear only.
Building my own wheels and bikes, I save a bundle with Ribble and other sites with great prices.
At this price, guys can buy the hubs online then take them to a shop to be built and still save.