I've purchased at ProLiteGear and will continue to do so. I've often found you guys price competitive, and I apprecaite the process you guys go through of weighing every product you sell, it sometimes brings me to your website when otherwise I wouldn't have considered looking - it's almost like free advertising.
Here are my reasons for purchasing a particular product from a particular store:
When I am uncertain about a product's effectiveness at meeting a particular need, I will buy from REI, Backcountry, or Altrec 100% of the time. There is rarely an exception to this rule. Usually these tend to be big ticket items with a lot of variability in their ability to meet a user's needs (i.e. Dynafit AT bindings). The only exception is for a high-demand product that is significantly on sale (30% or more), where a resale of the product will typically result in a loss of a minimal amount of money. (i.e. Western Mountaineering Sleeping Bags at 25% off).
If a product's fit is critical, I'll buy from Backcountry, due free shipping, and cheap return shipping. I'll often buy multiples at the same time, so that I can try on everything back-to-back. For example, when I was looking for a new pair ski gloves, I ordered 10 different models that met my needs, and returned the 9, keeping the 1 that fit perfectly. I would prefer to purchase at a local shop, but local shops generally don't have as wide a variety of selection as Backcountry. If I have time to kill, and can find a local ma&pa shop, I'll include their product lines during this process. This type of shopping is too expensive to do at other online retailers, due to the cost of shipping.
For shoes, I usually buy from REI. They usually have a good selection, and their return policy allows you to return even after you've used them. Real-world usage of shoes is very different than anything you can do in a store. Thus, it can be difficult to pick the right shoe the first time around.
When it comes to anything else, I usually buy from wherever has the best price. I prefer local ma&pa stores, if they are price competitive. If they aren't, due to my extensive number of returns to Backcountry, I prefer them, just to even the score. If the item is a high-wear item, like a hiking shirt, then I'll usually buy Patagonia, due to their repair or recycle policy.
For backpacking gear, I'm in the sub-6lb range, so typically my purchases are from zPacks, MLD or other cottage manufacturers, as few other companies offer weight-competitive gear.