Dave I have seen many commercial guys that dont ice their fish (and barely have enough for their drinks!) and there are plenty of rec guys who carry plenty of ice to chill their fish right. I'm not sure what the right answer is on this one, but I dont think the ice issue should be the issue alone. When a restaurant or sea food store buys one of those questionable fish, they are putting their reputation and business at risk for a few dollars savings. Just my two cents