There are lots of "in the know" people who shop big box stores, but in general, they are not shopping for lilies. I work at a big box store, and people who do buy lilies are usually at the stage (as we all once were) where the lilies that they are buying are "the most beautiful things ever". So no, I don't think they realize the lily diversity that is out there (and not that they should). Honestly though, even the most mundane lily can be breathtaking.