I was a buyer for Under Armour products at a large outdoor box store, got to try out a lot their products, for runners, sports, or for just for casual wear their products are pricy but very good! As to their Outdoor hunting line, I have tried the Cold Gear baselayer, I have a 2 tops and a bottom they work well if you are on the move such as snowshoeing, stumping, rabbit hunting etc they wick quite well!The Camo hunting gear looks good but there is a lot better on the market for sure! A lot of UA products are made of the Heat gear fabric that fabric is designed to trap moisture and cool it much like cotton, not good for cold weather outdoor functions! As to the price they are great marketeers of their products w those endorsements and all the visibility of UA products on outdoors shows, someone has to pay for that marketing! Its no differant than Nike shoes or North Face jackets some people want the label no matter what the price, doesn't mean the the product is bad but the consumer can always find brands that work as well or better for less, but if you are Logo or brand driven the price is what it is!