Couldn’t agree more. Overlanding is a foreign concept in most of the south.
A lot of it kind of depends on your rig & your area. For example, I drive a Subaru & live in the upstate of South Carolina. Other than Asheville, NC where you can’t swing a dead cat w/o hitting 3 Subaru’s, they aren’t real popular in the southeast. The people who do, don’t really do anything off-road other than going from point a to point b on a pack gravel road. Because of that, I have to get most of my mechanical components through online retailers. There is a lot of off-road going on around here, just not a lot of overlanding. There are a few 4x4 shops in every town who are happy to throw on lifts & gear for both rock & mall crawlers - but those rigs go out to ride established 4x4 parks & then drive home. Most don’t plan on camping out, & definitely ever considered using their rig as a base camp. Other than REI & Cabelas where you can get RTT’s, baskets, & racks - there aren’t a whole lot of options for a physical store where you can get stuff.