At the end of the day, people are searching for value, not price. Sometimes it's worth it to pay 10% more because the value you'll receive exceeds the 10% dollar amount increase (see: sky diving - don't want to penny pinch on that). Though our prices are right in line with literally every other retailer in the marketplace, what sets us apart is the "value add" that we bring to the equation. We're confident that you'll find your experience with us to be easy-going, simple, full of personality and truly customized just for you. You want to talk markets? We're here. You want to talk sports? Call us. You want to talk 1980's films? "Talk to me Goose." Though we hope you got that reference, most of all we hope you're happy with your experience with us.