Not really. People have been "window shopping" or "just browsing" in retail locations since...well the dawn of retail locations. Now they're just able to be more efficient about it.
I don't agree with GP that this is "unethical" on the consumer's part, but I disagree that the consequences of this behavior can be reduced to simply more efficient window shopping. Traditional window shopping involves price comparisons between competitors that are subject to the same physical costs and infrastructure.
And generally to some relatively small radius around the consumer's home location.