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Message: <blockquote data-quote="sweeney" data-source="post: 289546" data-attributes="member: 453">Kind of genius get a big following of your store branded equipment and sell a bunch of it with lifetime over the counter replacement warranty, next slowly start phasing out the warranty on the lower end equipment, but offer replacement price towards something higher end that still has a over the counter replacement. Now you have your higher price point equipment into the hands of someone who may have never bought a 100-200$ rod, they realize a difference in product quality and push the higher end stuff to their friends and family, that also comes with a better price markup. Now when it comes time to replace the $100-200 store branded equipment that had a lifetime warranty, you replace it with something with a 3 year warranty, then you can rebrand and choose lower price point higher markup % inventory as a way to boost your sales again for the next decade. For what it is though scheels has been decent enough with replacement and quality that I shop there, and still buy some of their store branded stuff, but I also have slowly been phasing out all of their store branded equipment whether it be binoculars, scopes, rods, reels, etc. When you buy something that was made by a certain optics company with a lifetime warranty, but then when you go to get it replaced it is now made by a lower end company, started pushing me that direction.</blockquote>