I have a civilian and a girl I know has a seagull. They are pretty similar, I feel like the reloads are a bit more "stiffer" and feels a little more durable. Both are great bags, so its really up to who you want to throw your money at.
As far as custom work, it takes the prices of these bags for "expensive but resonable" to "ridiculously expensive".
Theres some examples and prices on their flickr.
http://www.flickr.com/photos/reloadbags/sets/