^^ What they said ^^
When I was in the initial stages of shopping for a bumper (and just in the beginning stages of figuring out where I want to go in terms of mods) , I started at that place at the bottom of the hill. I told the guy behind the counter that I'd seen the Warn rock crawler bumper and liked it. So what did he do? He rolled his eyes as if I was fool, and told me that I wanted a $1600 Fab Fours bumper...and that I really wouldn't be happy with anything else.
While my subsequent stops by there have not been as bad, I've never felt that anyone there is all that interested in selling my something for my Jeep.
You may have to wait a while before you ge the chance to talk to someone up the hill, but when you do, they are eager to spend some time with you and answer your questions...to the extent of showing you product that is in for other customers to explain WHY a lift from brand X would be better suited to your uses that brand Y. If you've got questions that they can't answer off the top of their head, they'll go looking for that answer for you...and if they have a REALLY hard time finding it, and you're thinking that they're forgotten all about it, they'll call you back a month later when they finally get that answer, because they haven't forgotten you.
Maybe that's just my experience, and maybe that's just the guy that's helped me out a couple of times. I have yet to spend big dollars there - most of my purchases there so far have been things that they already have in stock (tow straps, shackles, reciever mount for shackles). That hasn't changed the fact that I get treated like I matter.
If I can get a reasonably competitive price from them and they can get the product in a reasonable amount of time, that's where I'll buy. I'm not going to quibble on a 5-10% difference in price if paying that premium will get me that kind of service.