But here's the flip side: if you only stock the simplest pens, you'll lose the customer who wants control. That's money walking out the door.

I've seen shops where the entire counter is nothing but entry-level puffs. Sure, they move units, but the margin is thin, and the customer who wants a premium experience has no reason to stay. They'll order online instead.

Going too bare also puts you in a bad spot for education. When a customer asks about temperature control and you have nothing to show, you've lost credibility. You don't need a huge selection, but you should have at least one step up from the basics.