To be honest I would expect the crowd here to "get it", even if many on RmWeb don't. IRM was obviously a product of the internet itself. How many model shops existed in Ireland when the ballast was produced? Maybe ten premises on the whole island, if even that? Buying "from your local model shop" was never really an option for most of Ireland. Small Irish towns and cities never had model shops. You had a long way to go to reach one, even if you lived in Dublin it was a trek into town to the Modeller's Den or whatever. Most of them in the cities were long gone by the time IRM set up shop(ify). It was always going to be predominantly online or not at all really.