I applaud the efforts of anyone trying to make a living, and good luck to them.
I no longer buy fish in Morrison's because the fish counter at my local store has begun to smell, and the very small print on far too many of the selections says "previously frozen". I have no issues with frozen fish, but I want to know how long it's been 'on the ice' since taken from the freezer. Our local Tesco is even worse - no way would I buy 'fresh' fish there, because it obviously isn't fresh.
We have a 'fish van' in the local market. Fish is on ice, but uncovered. Flies are everywhere - even in the winter, so no thank you, not buying there.
We do have a fantastic fishmonger, in a purpose built shop. You walk in and it smells....of the sea, not fishy. Great selection, and the sanitation is spot on.
We don't go into a tirade when someone knocks on the door - we just say no thanks. If they try to argue, and 'get the foot in the door', well, we may be a bit rude at that point as we close the door.
Again - this is a personal decision, and it is right for us.