In my mind, Cabelas is a major, quality brand to some people, especially some people that aren't online savvy, that don't visit forums, read reviews, and really see what is out there for top end quality. You get the "average CEO" that might hunt once or twice a year, that doesn't plan his own hunts, do any product research, no scouting, but still wants the "best" product. What else is cooler than having a hard cover master Cabelas catalog lying on the corner of your desk for all to see, and having the latest, greatest, and most expensive gear that Cabelas offers? Many of you probably remember (I know I do) when I used to buy all of my gear from Wal-Mart, then moved up to Cabelas, because I thought it was the best thing. Then, I introduced myself to Western hunting websites, where the gear junkies are like crackheads in a small SW Missouri town; all over the place, and I learned a thing or 10. I had never paid attention to Kuiu, First Lite, Big Agnes, Kifaru, and honestly, probably never heard of most of the manufacturers that I buy from today. Now, I understand quality, benefits, and (forgive me) smaller "name brand" companies offer typically a better product, that is designed by hunters, for hunters. Some of that is lost in a lot of big box store quality. Cabelas, as mentioned above, typically just puts their brand on another product, so It's hard to tell how the quality really is, not knowing the manufacturer. But, I think they'll be fine, because nothing makes your manhood feel bigger than walking up to a Cableas check out line with $3500 worth of brand new gear that you'll wear once a year. People do it all the time. I used to work at a hunting lodge, where every year, some high end clients would come into town, sometimes twice a year, and we'd take them into the local sporting goods shop, and they'd buy a new custom rifle, a Citori, a new Kimber 1911, $1500 worth of the coolest Filson and Sitka gear, 1000 rounds of ammo, and a $9 hat, and not even bat an eye. All they see is $$$$ and name brand, so it must be worth it, right??? Stuff is marked up 10-15% higher than Cabelas, but they don't care. It's cool. They can brag to their buddies and co-workers, and hide it from their wives.