I've bought from SWFA and it went very well. I've also bought from Optics Plant and it was a good experience. The complaint about OpticsPlanet is that they often don't have the items in stock and you don't know until after you order it. This sometimes happens with SWFA since they don't list the stock on their site. Make sure you call them first.

That said, I don't find their prices to be all that great. They are decent, but most of them are selling for the MAP price. You can sometimes find some of the optics cheaper somewhere else, sometimes not.

They only seem cheap compared to my local dealers in this area that want to rip everyone off on everything they sell. It's no wonder they don't have many customers.