I wonder if this might be a paradox of choice phenomenon as much as it is a feeling-at-home phenomenon.  In the store, people are confronted with 20 choices, with a variety of technical numbers that sound important and little obvious visual difference among the sets.  They might feel compelled to do more research to make the right choice, or not want to choose at all.  In the home, they only have to choose between "This is an experience I would pay for" and "I'd prefer to keep my money."