Photoflex discounts in the U.S. Are they any good?

All summer I've been receiving promotional emails from a lighting company called Photoflex.com They make flash units, softboxes, etc. They have weekly specials and often their sale prices are less than half price. They will only ship within the U.S. My question is: are their products any good? Are they offering the deep discounts because they want to sell more product or are they clearing out equipment they will soon discontinue? Their lights are called StarFlash. Any advice as to the quality and dependability of their products is welcome. I live in Canada but if I bought anything i could have it shipped to a friend's house in Detroit.

Thx.

Bill