Their filter material is incredible cheap. It's only the CO2 stuff, some of the tanks, aquascaping tools, the filters, and glass filter pipes that are a rip off. Their ferts, lighting and filter material and a few other things are really well priced. 1L of ADA Bio Rio costs only $11.85 NZD plus shipping, vs 500g of Eheim Ehfisubstrat Pro from the local petshop for $50.00