A supermarket chain has struck a clanging minor chord with small traders by selling electric guitars alongside eggs, milk and cornflakes.
Sussex shop-owners fretting about a potential loss of business have protested about the decision by supermarket giants Tesco.
And they are planning to boycott John Hornby Skewes (JHS), the firm supplying the guitars.
The traders have predicted Tesco's decision could put off the next generation of budding Pete Townshends from sticking with their guitars.
Tesco has started offering 20 electric, acoustic and bass guitars on its web site, ranging in price from £89.99 to £429.
The firm is looking at introducing the instruments to some of its larger superstores.
Duncan James, owner of Brighton Guitar Centre in St George's Road, Kemp Town, said: "This isn't in the interest of consumers. When you are buying a guitar, you want to see it, feel it and speak to someone who knows what they are talking about. You would have to be really naive to buy a guitar from a supermarket - or desperate to build up your loyalty points."
Mr James stocks guitars from JHS's Vintage range in his shop.
But he said: "I'm tempted to not carry its stuff any more, even though it might be cutting off my nose to spite my face.
"It is going to get a lot of complaints from the guitar industry about this. Retailers are not pleased."
Mike Ross, manager of The Guitar, Amp and Keyboard Centre in North Road, Brighton, said: "We deal with JHS but now I don't think we will be dealing with it in future. It is out of order.
"Guitars aren't like toasters. Almost every new guitar needs some work on it first, from a tune-up to a neck adjustment to electronic work. But these guitars won't get that.
"I'm concerned people will be put off the instrument because they will think a guitar is hard to play. But it will just be the one they've got, because they didn't buy from an expert."
A member of staff at The Guitar Centre in High Street, Billingshurst, said: "We won't be buying from JHS any more.
"You would think Tesco made enough money already from all its other lines. I guess we'd better start selling ice cream and fruit and veg."
Mark Little, owner of The Eastbourne Musical Exchange in Upper Avenue, Eastbourne, said: "In theory it is not a good idea. But in practice, unfortunately there is not much you can do about it except try to compete."
A Tesco spokesman said: "We've got over a million products available online so this makes sense."
He added Tesco could not rule out the prospect of guitars being made available in stores at a later date.
JHS, based in Leeds, refused to comment.
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