Well, in some ways, we compete with Optics Planet. Not much, but there is some overlap. Being "in the business" I can see where their model has morphed.
"back in the day" they were an optics warehouse and had inventory and acted as a dealer for cameras, binoculars, scopes, etc. They bought inventory, warehoused the inventory, and shipped as ordered. They did well. They were the price leader, where they could be. Where they could not, due to MAP, they offered discount coupons and now "OP Bucks."
They had some customer service, but mostly depended upon low price to drive business.
As time went on, they expanded. Then, they learned that they could drop ship from distributors and they do that alot today. Then, their scope expanded and they began to carry things that are not optics and some of their business moved to a "just in time purchase" where you buy from them, and they buy from the manufacturer, and then ship to you, so delivery times expanded.
And then time went on, and they expanded their product offering even further, and found they could take an order, and then order from a manufacturer or distributor, or even another dealer, and get the item in 2 to 3 months, and then ship to the customer.
If you look at their products and before you add to cart, they are actually pretty good about telling you when to expect delivery. Some you can "add to cart" but before you do, you look at the delivery date, and it will give you a good idea if: a) this is something in their warehouse, b) this is something that will dropship from a dealer or manufacturer, or c) this is something they will shop around to find and then ship to you. Some items clearly show "3 to 9 months" as the delviery timeline, and that will tell you that they have no clue when they will get it.
Along the way, customer service fell off completely.
They compete on price, and they have a larger business than we do, so they have created economies and effeciencies in how they manage their back end and put all front-end efforts into getting you to their Webiste (SEO) and then do their best with discounts and pop-ups to get you to buy.
So, no, they are not a scam. They have created a machine that works to create a sale, and and automation and mapping of products to their own warehouse(s) and those of others, and realize that the lack of real customer service will result in attrition of a number of customers, but many will continue to buy, for the same reason we go to Sams Club or Costco.
Like anything in life: You cannot be high touch cusotmer service and low cost, nor can you be low cost leader and high customer service.
