Ours is a very technical product and the custom fields and templates for everything are a killer feature.
The product is so feature-rich that it can be complicated. I suggest that users persevere as the results are very, very good.
As for the price, I want these folks to be around for a long, long time so (like other components upon which I depend) I happily pay the price.
Customer Service and Technical Support need some improvement at RedComponent. They are developing an awful lot of Joomla extensions. If the RedComponent team remains focused on making and keeping RedShop great, then I will change my rating to 5 stars (Excellent).
Now we need RedShop update for Joomla 3.x. Any word on a release schedule?