I’ve reached a stage in my life where I don’t really fit into any particular demographic group.

I look at print, television, and online advertisements with a critical, professional eye and, more often than not, I think “Wow, that ad is absolutely not directed at me.”

That said, beyond age, gender, and income if there’s any factor that defines me as a consumer it comes down to two words: Self Directed.

If I want something, I do my homework, shop around and make a purchase decision on my own, with virtually no input from retail sales associates.

There are several reasons for that.

One is that I am a very picky customer. I like what I like, and if I don’t see anything even close to what I want I don’t see why I should waste mine or anyone else’s time considering options that I’ve already rejected.

The main reason for that is I spent a lifetime (or at least what felt like one) working in retail, and decades building my skills and expertise so that I could do the best I could at the job of helping other people shop.

Consequently, my experience dealing with retail sales associates fall into two categories: I either find someone who does a phenomenal job of helping me decide on the right purchase, or I am left underwhelmed by someone who fails to do their job the way I would do it, were I in their shoes.

Unfortunately I seem to encounter the latter far more than the former, which just reinforces my self-reliance when it comes to product research and shopping around.

However, there are times when self-directed shopping just doesn’t work.

My mission to understand the Wii U is a perfect example of that.

I don’t “get” the Wii U. I’ve read blog posts, reviews, press releases, watched online video explanations, even the satirical webcomic PennyArcade.com, and despite my best efforts, I totally fail to understand what’s special about it, nor could I figure out “should I buy one?”

That required a shopping trip. I wanted someone to help me understand. And if I liked what I saw, I would probably buy one.

In the middle of the afternoon on a workday I headed over to the nearest retail power center, and walked into the big box electronics store.

It’s worth mentioning that despite being a weekday afternoon with very few customers the store was well staffed with quite a few sales associates visible, although the seemed to either be clustered in threes chatting behind counters, or alone and busy either on their phones or staring at computer monitors.

They had a working demo of the Wii U up and running. That allowed me to pick up the controller and start checking it out; playing the demo games and watching demonstration videos.

I am self-aware enough to know that my disdain for retail sales associates can be a handicap: Knowing that, I did my best to put a lid on my natural prickliness, and try to give off “come ask me if I need any help” vibes.

For that matter, I don’t look like a 14 year old skateboarder either. Well-dressed middle-aged business guy who can leave the office to go shopping mid-afternoon: if anyone looks like a paying customer it’s me!

When nobody acknowledged me or approached me after five minutes I set the stopwatch on my iPhone to see how long it would take for someone to talk to me and kept playing around with the Wii U.

Neither the guy playing on his phone with his elbows propping up the Apple kiosk beside me looked my way, nor did the guy behind the counter in the video game section take his eyes off his monitor screen. Two separate small groups of associates walked down the aisle behind me, and they didn’t greet me either.

At 12 minutes and 37 seconds I gave up, and made my way out of the store.

I was fifteen feet from the front door when someone carrying a clipboard made eye contact with me and wished me a good day. I cheerfully returned his greeting, and left.

A clean, well-organized store is great. And displays and demonstration kiosks that are in full working order is fantastic.

But displays can’t sell themselves. Even with all this technology sales associates still have to talk to customers.

What’s behind the slow death of retail?

If I was the medical examiner I’d rule it a suicide.