For something like diving / going under the water, you want reliable / good gear, considering you might be in a pretty dicey situation, if something goes wrong. Shopping for "cheap gear" doesn't really enter the thought process, as the primary reason to get it (nor does it come across well, as a brand). Getting it cheap or at a discount is a bonus, sure, but definitely not the main reason for entering the store, for a product like this, which may include safety. Bit like "cheap plastic surgery". Some things are way more important, than the price itself. IMO