I have to disagree slightly. They sell " a few items" that are near or at pro level. I'd argue that precisely none of their metalworking tools are at or near pro level and none of their battery powered hand tools are anywhere close to even Ryobi much less DeWalt, Makita etc.
What they do very well, as you indicated, is make tools that are "just good enough" for an average homeowner to get at least one project done. If they fail during the project you get a refund or replacement. Anything after that is gravy. I figure if a tool saves me even one hour of a hired journeyman's time then the tool is probably going to save me money. The important rule that must be followed to make this strategy work however is to buy the HF tool literally just before you start your project, otherwise the 30 day warranty period will have expired before the tool does. Been there and made that mistake.