These guys hated sierrasnowboard because sierra operated on the same business model that supermarkets/home depot and wal-mart do. They make their money by moving enough volume to sell at a lower profit margin.
I think most people hated skierrasnowboard because they broke vendor agreements and sold below a contractual price. Thats not exactly the supermarket model. Don't forget they are currently under litigation. There is a reason they are not still around.