I can't speak for them--but it is my understanding that they are attempting to create an alternative for us. Who needs another shop with the same Sage, Reddington, Winston rods that everyone else carries? Same for reels, etc. Their merchandising decisions on what to carry are largely driven by if they use it themselves or think it is a great company with great products. As all have pointed out they understand customer service--and there are very few in the industry who are as dedicated to conservation as Dave McCoy and put their time and money where their heart is. I don't live anywhere near the shop but have been there and will look for opportunities to throw money their way.