I think Ricoh thinks about things most people don't - they do have a good track record of making inroads into other people's market shares.
Here's what *I* think they're thinking...
It is true that a lot of people buy cameras and lenses online. However these are usually people that already have a system in place. For example, someone that has a Canon and upgrades it every 2-3 years, and buys a lens here and there, will feel good about buying online because they know what to expect. They expect the newer camera or lens will be an upgrade or an addition to what they already have, but it won't bring surprises.
Now someone that is *changing* systems - that is an entirely different story. They will usually want to try out the new camera and lenses first, see how they feel in their hands, see how it compares to what they're used to. And in the end, they might end up buying online anyway, but only after having tried it in a store. That is why store presence is so important.
You might say, why don't they just rent to see if they like it? Pros and semi-pros might rent, but the average soccer mom or holiday dad won't, in 99% of the cases. They might think (especially if they're frugal like Pentaxians are known to be) hey, that rent money might get me some pasticky fantasticky lens
So for Ricoh it's important to have demo equipment in stores, even if they don't sell a whole lot in the stores themselves. The days of "minimum order quantity" are probably over, in the age of internet business. And that might be the advantage Ricoh has over Canikon.