I have several "store brand" guns and I like 'em just fine. For me they bring to mind fond memories of my youth, when I studied the gun sections of the Sears and Wards catalogs with enthusiasm and you could still actually order one and have it delivered to your door ! My first .22 was a J.C Higgins, my first shotgun a Western Field and I killed the biggest buck of my life with a slug fired from a Ted Williams 20 gauge pump.