Exactly. I receive their catalog and I don't understand their angle. Is it cheaper than Banana? No. Is the quality better? I have no idea. Are the styles better

Exactly. I receive their catalog and I don't understand their angle. Is it cheaper than Banana? No. Is the quality better? I have no idea. Are the styles better? They appear to standard, possibly even more plain and boring ala J Crew. So why am I buying it? When I first heard of them I figured someone was finally making a quality shirt for say $50-$60. Seems like an good angle. But instead it's just another expensive shirt. Why?