I totally agree with that, but the internet is a magnificent tool allowing the potential purchaser of a waterproof and breathable jacket, to do their own extensive research.
I am sure most of us, are aware of those respected manufacturers, who produce high quality waterproofs.
Spending possibly a lot of money on a quality waterproof jacket, is not something you should do at the spur of the moment.
Write down on a piece of paper, just exactly what you want from your waterproof, number of pockets, design and flexibility of the hood, and do you want a removable hood, or a fixed one.
We can all advise on on our personal favourite jackets, but its only you who can make the decision.
I like Montane equipment, due to their beautiful quality, and reliance on Pertex, and relatively good value, but there are so may different jackets, claiming unique virtues over a competitor, that its almost impossible to make the right decision.
Spend a significant time doing a internet search, and then visit a good store, so you can try your chosen jackets on for fit and comfort.
Once you have whittled your choice down to say, two or three potential purchases, search high and low, until you get that jacket at the cheapest price possible.
My last jacket, cost me £60, and it retailed for close to £150, so significant reductions are possible, and do not feel guilty not supporting the big shops, such as Cotwold's etc, as their mark up, can be considerable.
Good luck with your search, it will reap rewards if you are patient with your time and effort to search the web.