As is the custom use a "brand name", or at least a old time venerated name to sell slop. I grit my teeth when I go by Amercrombie and Finch! In the old days Herter's had some great stuff, had some stuff that sounded great, may not turn out that way, and some bargains, like an old musty department store in a catalogue, I re-read page after page till they were slick. I good some great items and some memorable conversation pieces, but I sure enjoyed it. Cabela's has never appealed to me the same way, neither does Bass Pro.