The selection of mountain bikes is GIANT and KONA. All the prices on those bikes are full MSRP. The GIANT rental bikes they have at 50$ range are low quality and not very good for riding South Mountain. The chain got tangled up and there was a giant amount of black sludge around it (forgive the pun)
Accessories are all full price and only expensive selections.
People working there are helpful but also trying to pull every dime out which makes me believe that they are more concerned about making more money than giving you what you need.
I test rode a few bikes but the process was excruciatingly slow with many people working there but few people paying attention to customers.