"I know the people that runs this store personally, so my review may be slightly biased, but I also have some insight into the running of this business. They definitely care about providing the highest quality products they can at the lowest price possible. They ship out most orders same business day that they're received, and have no problem with potential customers calling or emailing them to ask for help picking a rod weight or fielding any questions about the products they sell. They love getting emails back from their customers after they catch their first fish on a Rugged Creek rod. They may not be a big, fancy store that's sold a million rods in the last 50 years, but if someone is looking for a great price on high quality fly fishing gear, I doubt you'll find a better deal than on Rugged Creek."