I'm on a budget, willing to shop & compare and have used Sierra Trading Post online for years. I've also been to their Reno, Nevada storefront, where the deals are not quite as good on some things, but I scored many canisters of Brunton fuel for quite a bargain.
Of course, I am familiar with the different levels of discount that one might get, based on electronic coupons, paper coupons and emailer sales. There's even a subscription-only set of clearance sales that includes things like a Primus ETA HE stove/pot kit for $47, yesterday in fact.
There's no scam, and those quick to claim so have only stumbled over something noted above: the "intarwebz" will cache old pages and bring search results for products that are no longer on the STP site, or that have been updated to new higher or lower prices. You can easily find this phenomenon in nature by searching for the Brunton Trooper compass on this site. Among the results will be a thread I've posted here with a link to a page that STP has updated to indicate "out of stock", but you'll also find Google's cached pages with the item for sale.
Finally, a note on customer service from Sierra Trading Post: it's excellent. Not only are they super nice and polite, they back the product if there's a problem. I don't have many situations where I want to return something (because I shop, you see) but they include a return label with every order, back up the policy and will step-in, just like REI, in cases where they think it's appropriate. When my brand-new, birthday-present Katadyn Hiker Pro freaking quit on us, 4 days into 7 on trail last year, I mentioned it in the nightly email to my Scout parents and my wife (who bestowed the replacement for my highly-reliable, ancient First Need) contacted Sierra Trading with the details and concerns I had. Their customer service contacted Katadyn, got detailed instructions on the potential repairs, boiled it down to simple points and emailed it directly to me, along with a personal note that the rep didn't think it was going to work. When Katadyn replaced the valve but balked at a new filter to replace the one damaged by their faulty valve, STP took the whole thing back, gladly, and credited me toward my Sawyer, which was at an excellent price.
Sierra Trading Post is excellent and as a member of Backpacking Light, I endorse them.
I hope that helps to balance things out a little.