You know how to ride a bicycle. Why should buying it be any more difficult?
You walk into a shop or browse a website intent on the tangibles: construction, components, brand, color, whether it’s a road bike or recumbent, mountain bike or fixed gear, and the price.
You make your choice. You buy. Or not.
You may feel you’re on your own throughout the buying process.
The question for you, for the shop, for the online merchant is do you want to be.