I’m with you- REI does premium retail really well and that involves more then being just a brand. You can save money elsewhere for equivalent gear, but you won’t get the same service.
I’m a big REI fan. I’m not one of those people who hikes every week or anything, but I like to go backpacking and hiking when I can. I also have met lots of people who do the same, and REI is pretty highly regarded among most people. Their products might not be the top-end in every category, but I’ve rarely had an issue with anything bought from them. Plus their service is so outstanding, I’ve been taken care of any time there’s been a problem. It’s totally worth it to me to spend a little more, to get the peace of mind that it’s a fairly good product (they don’t sell anything horrible like you’ll get on amazon or a dept store), and that they’ll take care of any issue that does happen.
If you're patient, and buy exclusively at sales, REI gear is usually an decent deal for the quality when 25%-50% off. I’ve abused a number of REI bags and tents over past few years when camping with scouts, with no failures yet.
Same here. My REI Hobitat and Kingdom tents are 10 years into being the last tents I buy. High enough quality to break the 3-4 year replacement cycle of everything else I tried.