You're the one talking about LineageOS, not me. I'm only saying the average user now in most countries isn't walking into a store any more, but buying their phone online, having it shipped to them and following the pictorial setup instructions.

Stores here don't directly charge for helping you, but they charge more for things: phones in store are often much more expensive than online (especially phone network shops - some of the broker shops sell closer to online prices), and they only sell a limited range of plans which usually don't include the cheapest ones. The days of networks selling their locked phones much cheaper than unlocked ones seem to be over, when you add up all the charges over the minimum contract term.

Even the website of a phone company can be much cheaper than their own stores, and sometimes you can still get help from the stores if you have problems. The phone companies now all operate multiple brands and the brands without stores are even cheaper (Smarty and Voxi from VodafoneThree, Giffgaff from Virgin-O2, and so on).