I have several different camo patterns that I like. Also, I have numerous plaid garments that seem to be effective. I like them all. However, I think the quote from Fred Bear is very solid. Actually, back in the rifle days, I killed numerous deer when not wearing any camo at all. Long story short is that you should use it if you like it or not use it if you don't like it. Why should I care what another guy uses? I sure don't let the opinions of others make up my mind, either. Regarding the money angle, the clothes producers are in business to make money - it is their job. True, many patterns seem to be designed more to appeal to people rather than to fool the eyes of game. That is where hunter knowledge and experience come into play. Try it out and find out what works best in the area to be hunted. I wish the old military WWII style that was reversible (green camo on one side and brown camo on the other) was still readily available. Still, let me paraphrase Fred Bear by saying that the best way to fool the deer is to find a good spot, put your nose in the wind, be still, and be quiet.