You really should try it again.
I thought the prices were average. They weren't cheap, but they weren't any higher than their competition.
I really don't mind paying a higher price as long as I know they have quality livestock that has been watched and is healthy when I get it.
As far as location, main road = higher overhead. Let's face it, this is not a mainstream hobby where any John Doe driving by is a potential customer. People looking for these types of products are willing to search out a store. There are many shops in Chicago (the former Sharky's, D*rk L*rd C*r*l, Midwest Reef Supply, etc) that have proven you don't need a high traffic retail location to be successful.