Exactly right...I in fact just made a purchase from them on Friday, as their deal on the Sigma 30mm F1.4 was too good to pass up, plus another $20 in discount codes...they were a good $60 less than anyone else.
I read lots of reviews and information on them, and was prepared for the 'upsell' call, which I did get just a few hours later. But it was fairly painless - they just tried to pitch me on some no-name brand filters, I said no thanks, and that was it. Got my UPS tracking number the next day, and as of this afternoon it left NJ and was on its way to Florida with an expected delivery tomorrow.
No hesitation to buy from them again.