Most customers who buy bats online are buying them because of price or they cant get to a cricket store which specialises in cricket. (Sports Direct , JJB cricket ranges are not the best, and lack in choice and quality of bat)
My opnion on the Kookaburra range is that they are normally really well chosen, look good and are good performers. Some mid range bats are superb to pickup and look great. I had a Kook warrior for two years (£90) and it was the best bat I have ever had.