I have a few examples for you:
My father in law bred discus at home for 7 years, he would only sell out of his house because local fish stores would offer him next to nothing for them. He built a rep and was in high demand where he would only take 100 dollar minimum orders. He was making 500-800 dollars a month and this was just a hobby for him.
Next example
We were looking for koi angel fish, LFS would sell them for 15 dollars a piece, small ones, didn't have that much orange in them. It ended up dead. I looked on craigslist and found koi angels for sale out of someones home, they were 4 dollars a piece and REALLY orange. We dropped the guy about 80 dollars right there for some of his fish. He then told us he had a spawn of regular angels before he thought of advertising online. He ended up selling all of them for 35 dollars to a local fish store. he was pissed that was all he could get for them.
That's why i started my website.