The number one reason I shop at sportco is because of their prices, Im not sure what you say is overpriced, but all of the gear I buy is way cheaper then GI Joes..ect. Personally I don't like salespeople bothering me every 10 seconds about needing help, if I did I would seek it. The only complaint I have is their hours. When you work all day its hard to get over there before six, and if I do make it I have 15 minutes to shop. But other then that I prefer it over anywere else