The guarantee makes the difference. I trust them to look after me, and they have done so when I needed them to.
I do wish their webmaster would clean up the site, though, and eliminate all of the out of stock items that we probably won't see again in the near term (yugo mausers, AIA enfields etc...)
It's sort of like my dad, who has a basement bar with 2 or 3 dozen empty bottles on top that have been there for years