In a posting I read by the guys running the site early this year (maybe last year), they explained it was a passion of theirs and they'd do their best to keep it relevant, up to date and etc. At the time, they stated all those maintaining the site were gun enthusiasts and hobbyists. Frankly, I admire their thinking and have visited the site many times.
Generally for me the site is very slow even when all other sites are normally quick for a 20 mbps connection. Many times the selection choices (instock only, by store and etc.) just return a blank screen that often stays blank. And, several vendors I frequent are not listed. Natchez doesn't sell in my state but I can't deselect them and they fill a large, unusable area of screen space. My login no longer works.
I admire these guys for their efforts and the idea is a good one. I just can't get it to work well enough to a viable source for me. As is the usual case. YMMV and if it works for you that's great.