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Well... being a pretty good customer there... I have a semi-standing order for eels.. I will say this:
They have a pretty good selection of lures; terminal tackle is slowly coming along... prices are reasonable on some items and jacked-up on others (i.e. 9" storms) but for the most part I think they are competitive... good sales guys, friendly etc..
As far as becoming like Gap?!? I think they carry mostly outdoor clothing and such, trying to sell only fishing items is a tough buisness year-round. I think they are smart to try and branch out...
IMHO Wildwood gets the job done.. my 'home town' B&T (Sams) is now 30min out of the way, so unless I'm on island, Wildwood gets my vote...
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