REI is awesome. The price might not be but service is. If I was more interested in Scott CR1 vs. Addict I got... I would have gotten it at REI (they don't carry Addict...)
Case in point. I got Gore bike wear jacket from REI about a year and half ago. I took spill on road and the jacket got damaged couple months later. I took it to REI so I can get some advice on repair/replacement part (removable arm portion is what got damaged). Cashier cheerily asked me if I would prefer cash or credit...
They beat even Costco in return/warranty policy AFAIK.
I think it is working for them as I've but many more stuff from them when the price differential of item I am getting is... "negligible".... around 15-20% difference from on line. (I have life time membership).