I've never been there, but have a bit of their fabric. It is average+ quilt shop to high chain store quality, not the best, not the worst I've seen, just okay. If I were 2 hours away, I'd definitely go just for the experience of seeing what I could find.
I would say their fabric is priced so well because of 3 points:
1. They do not employ "name brand" fabric designers.
2. The prints for the most part aren't anything special, nice, but now WOW.
3. And it's probably a little bit that they price closer to what fabric really should cost.
I was in fabric retail in the 90's. FYI: quilt shops are paying more than $2.98 wholesale now, probably in the range of double that, so don't think they're the ones responsible for the exorbitant fabric prices.....