REI is still a co-op and was very much a cottage organization when it started. It did things right in the right place and grew. You can find a lot of old Seattle folk who shake their heads about the ruination of REI over the decades.
I shop at the Seattle "flagship" store and it is an amazing place. Hehehe– I took Rod Lawlor there when he was visiting Seattle and he took photos! He didn't faint, but he did look a little woozy for the first 15 minutes or so ;)
The customer service is excellent. I consider it to be part of the premium for the prices. If you go to the "gear garage" where they sell returned gear, the tags give the reason for the return. There were a pair of 15 year old Vasque Sundowner boots that the owner returned because they didn't fit anymore!
What do I buy there? It's great for supply items like Micro Pur tablets, dehydrated dinners, specialty first aid, great windproof matches, etc. I bought my GoLite Peak pack there, some titanium items, shoes, socks, gloves, hats, belt, compass, maps, books, Nalgene bottles, Versa links. Their clearance sales are legendary.
Should they stock more UL gear? Probably. A lot of people shop there for bikes, car camping, skiing, travel. climbing, kayaking, and just plain fashion too, so a lot of floor space goes to non-hiking gear.
With all the hiking and outdoor pursuits in the Seattle area, there is *one* store that is oriented to UL equipment and it is tiny. There are a mere handful of independent "mom-pop" outdoor equipment stores in the whole region, most of those catering to the "hook and bullet" side of the industry; the others have some UL gear (and growing), but not much more of a percentage than REI.
Yes Virginia, UL is a niche market, especially at the level practiced here. We're freaks— nice freaks, but outside the bell curve for sure :)