I am biased, I have a lot of friends there. As a Fort Wayne native and a guy who visited them repeatedly when they were just a few guys in a garage out on Bass Road, I will say this. They are not a discount house. That isn't where they shine. Where they shine is in their support, which is unparalleled in the industry. If you want to shop competitively for a guitar, an amp or an effects pedal, I can tell you straight out, they aren't going to beat anyone's price. It's not what they do. Usually, they won't even try and ultimately, they don't really care. That frustrates a lot of folks, but there is a reason for it. For me, it's always worth a few extra bucks to get their tech support staff on the phone, if needed, who are always readily available for free, and highly trained to straighten out problems - especially if you have a sophisticated DAW and do a lot of recording.
I always considered them a "pro" place and I will tell you why. When I upgraded my studio a few years ago, and bought a new Mac from them, they asked for all of my log-ins and serial numbers and they literally installed all of my software for me - and I mean all of it. Then they spend a day testing everything to make sure all of my software versions were up to date - and that everything worked perfectly. There was no charge, it was all included in the price of the computer. I am sure it took hours and hours and it was free for me. Anyone who has gone through a major Studio computer upgrade and software install with Logic X or ProTools knows exactly what I am talking about. There was no prompting or sales calls, trying to sell me anything additional, they merely installed and optimized everything that I already had.
When I got the computer, it was literally turn-key. I fired up the Mac and I was back at my recording project in a matter of minutes. That kind of stuff matters to me. This is the kind of thing they excel at. Also, their tech support department is superb. In fact, a friend of mine told me that he won't even call Digidesign if he has a Pro Tools issue any more. He told me that the high end Sweetwater techs are much quicker and better at Pro Tools support than the Digidesign techs. That kind of thing says a lot. My experience has been, as long as you bought the software from them, whatever it is, they will continue to support it as long as you keep your versions current. When I have an issue, I get them on the phone, they dial into my computer remotely, and in a matter of minutes my issue is normally resolved.
I don't know any other companies that are even capable of doing a software install like this, and then standing behind it and supporting their work on an ongoing basis for free - not Sam Ash, Guitar Center, Musician's Friend, Alto Music or (insert name here ________ ). If you are shopping for something off the shelf - of course you should shop around - and if price is your only criteria, 9 times out of 10 Sweetwater won't be your final stop. They just don't care about matching prices with anyone. It's not their focus. I can't vouch for the myriad of "sales engineers" they employ in the cubicles, but the management and the staff at the top are pros with a real commitment to making other pros happy. That's the focus.