Why order something online (and wait for it to be shipped) based on reviews when I can test out a similar product in a store and take it home immediately if I like it?
Because...
1) A professional review (or six professional reviews) will be able to tell you way, way more about a product and its performance than playing with it in a store
2) Most stores won't even let you turn on a DVD player, much less test it out at all
3) Most stores certainly won't let you do a comprehensive, in depth comparison between two or three or five DVD players.
4) Most salesmen at stores will know less about the product than you do, especially about its technical features such as deinterlacing, upscaling, etc, and the product packaging is worthless
In short, by "trying out" $100 DVD players at a store, if you can at all, you're going to get an infinitely poorer view of the product's actual capabilities and the company's customer service than you would by reading a number of professional reviews and the comments of hundreds of actual owners.