People justify it because of the dividends gimmick. Hell, I fell the first year for it myself.
For instance: https://www.wired.com/story/rei-anniversary-sale-outdoor-dea...
The best 'deal' I found at REI was a ENO DoubleNest hammock for $12 at the garage sale, perfect condition. A near second would be a Black Diamond Access (I think) insulated hoodie for about $100, lasting me more than 6 years as my insulated layer for climbing, snowboarding, all around and casual use.
REI is a cult. 10 years ago it was a cult that brought lots of things to the members because the brands sucked at selling on the internet or marketing on Instagram. Now the brands adjusted, and REI still behaves as if this is 2009.
"I've been a member for a while now"... guy paid 20 bucks, one time, thinks he's part of an elite outdoors club.
$59
Rei outlet:
https://www.rei.com/rei-garage/product/162426/columbia-powde...
$77
It is the case for virtually all the products REI carries.
REI outlet price: 77.73
After additional sale: $58.30
What's your point again?
And that's the case across the board.