They tend to work on the loss leader, special deal approach and you can get some good deals through them. They are aggressive and act superior which pisses people off myself included. The irony is that the superiority doesn't seem to come from a genuine knowledge or understanding of their products, it seems to exist in spite of that..
To be honest I think that their market is mostly pitched at the new, uninformed or average punter who while has been involved in shooting for some years but is not sophisticated in terms of products or prices. The particularly galling thing about them is that they are all too ready to exploit that. I have been in the shop on several occasions when some poor dude is trying to trade his old rifle, for some other overpriced item on the shelf and both the asking price and trade price have been nothing short of embarrassing. The bullshit is thick in the air most of the time...If you know your stuff, you can do good deals but expect to be ripped off if you don't.
Personally I find that reprehensible. However you will find some support from a sector of the community who don't get ripped off because they are better informed.
I try not to buy much from them... but will on occasion purchase bulk ammo, for a good price. Do your homework before you get to GC, but if they can't beat the competition buy from the other guys...
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