First of all I'm not sure "what they stand for" except for selling craft/sewing stuff. I've never been in one but will try our new one in Va Beach soon. As far as quality, it depends on what I'm making. I've gotten good quality and bad quality at Walmarts too. If I'm doing a practice peice like with my serger that I'm having a blast learning or I'm making a quilt for a child to drag around, then I'm not paying 10+ on fabric, that would be crazy. I've found fabric at Walmarts that I've made like my grandkids Halloween bags out of and they are over 8yrs old and still going strong, plus my two youngest kids who are 25 and 27 had thier bags made from fabric from Walmarts and its still going strong. You have to watch what you are buying as in most things to get a good deal. I agree with others, sometimes the price is at the top of the decision list because it has determined more than once if I could afford to make a quilt if I couldn't afford the fabric.