Stopped off at their brick and mortar location today while traveling through Iowa. Not sure what I expected - I went in like a kid on their first trip to Disneyland, but didn't leave feeling the same way. No one said so much as boo to me the whole time. They had a very nicely appointed living room area for the wives I guess; there were 3 there when we walked in, and my wife joined them. They had a pretty nice collection of firearms, but not much more than what you'd find at a good sized gun store - although they were all out for you to fondle. The other stuff was the sort of stuff you'd find at any other gun store I guess - no rip roaring deals. Lots of ammo, but either premium or bulk. Having just returned from 3 years overseas, I did walk very slowly through the guns, and managed to put my hands on several things I wanted to see. But after 20 minutes, I got a free cup of coffee and we got back on 80 east. I've given them a lot of money over the years, and will probably continue to do so. Just was sorta hoping for a more "magical" experience!