Fellows, that thing about people buying, based on feelings rather than reason, is ridiculously well-established.
Virtually everybody does it because (once our basic human needs are satisfied) life is all about dealing with our feelings.
The marketing industry has grown up around this fact
and we don't even realize it.
Seemingly worse: when confronted with the knowledge, 99% of people cannot accept the reality which feeds multi-billion dollar Mad Ave empires.
Walmart doesn't pull in any real revenue from live fish sales, it comes from the dry goods that support those live fish.
YES, that is the entire consumer pet industry, sir, from top to bottom (except only to the very cognoscenti of fishmongers.)
My mom sold fish at Kresge's 5 & 10 (progenitor of Kmart and Sears) and it is likely worse these 70 years hence. Live creatures are very costly to sell, with unbelievable mortality rates. They are the "loss leader" . . . the bait . . . the bright object that allows us to self-hypnotize and buy what we don't need.
We steadily spend minimum 100x the cost of consumer fish on profitable goods to support the fish.
. . . and support the fiction that we are humane creatures.
I did not have a single reason to buy an oscar fish except that
I wanted that fish. I was willing to do whatever I needed to do. Over the course of his life, my mother passed and my wife and I both had medical issues. Poor Felix's tank was delayed over and over. Now the fishmonger I was dealing with (Whitie's) has diddled me around for two months over my tank order.
I am ordering from another source now, and the stress will soon abate for me,
and for my fish!
And not just Felix. There are 18 growing fish waiting for hand-me-down tanks! I'm changing all their water like a maniac now as well. Plecos, Monos, Peacocks and Haps all want to graduate!