Well, I guess I'm the lone odd ball...won't be the first/last time.
I like Sitka. I have some of their stuff, and I have not paid retail for any of it. Careful online shopping can get it for anywhere from 40-60 percent off shelf price. Used correctly, and if shopped carefully, you can be extremely comfortable for not a ton of cash.
For example, I think their Traverse layers are awesome as a second layer over my merino wool base layer. The Traverse stuff is light, wicking, and adds some insulation. When I was hunting mulies in Nebraska, it was about 45 and pleasant, but with the wind, my merino sweater wasn't quite cutting it, but my jacket was too much. I got the Traverse layer off, switched it to go OVER the merino sweater, which then cut the wind and was super comfortable. The Traverse top and bottom each retail at like $100-$135, I think. That's just stupid. I got the top for $35 and the bottoms for $40, which are what you'd pay for any other similar item elsewhere, and the Sitka stuff does exactly what I want. I had to be ok with mismatched camo patterns, but I've never understood camo on layers/underwear styled cloting to begin with. The top, yeah, I get that, but the bottoms????? lol
I have a Fanatic bib/coat set that should cost over $700, I paid well under half that. It is very, very nice. I've used a little, although this warm winter hasn't called for it much. I had the temps in the single digits we usually see in flintlock season in mind when I bought it. Two weeks here yet for flintlock season, but the 10 day doesn't show any frigid temps, so it's not likely we'll see them this year. I did wear it when temps were in the low 20's in the morning with not many layers underneath and was really warm and comfortable. Better than anything else I've had so far, at least.
So yea, I like it. I don't buy it exclusively....meaning I get other brands for things I find are better bought else were. I have Core4Element merino base layers, I use Cabela's and Browning for socks, wool glomitts from I don't know what brand, etc etc.....but I like the Sitka stuff I have, and between Camofire and Ebay and other sources, I got a LOT cheaper than most think it can be had.