Rarely do I buy HF anymore. HF has become too proud of their products. Your reputation is built on being budget, cheap tools. You better stop pricing yourself in the same league as other name brand tools that are now made in the PRC or Taiwan. Why would I buy a set of Icon wrenches for the same price as Craftsman, SK, Gearwrench, etc? Even if it's as good, it certainly isn't as sexy. Look my 1/2 Earthquake has been great for probably 20 years that I've had it, but I'd rather spend similar money on an AirCat, or open box IR, NAPA Carlyle, etc. Why switch to HF couplers and fittings, when budget V-Style or HF European (high flow, not Harbor Freight) ones are plentiful on Amazon. My HF spot welder and 20 ton press do the job of building AK's and they're cheap, but they sure aren't fancy, and way rough around the edges. The Bauer cordless tools I own work well, but so do Caftsman V20, Dewalt, Milwaukee, Makita, Rigid, Ryobi, Kobalt, etc, and I won't spend similar money on Bauer or Hercules tools as I would on one of these brands. My cheap central pneumatic compressor sucks compared to the Kobalt ones, which are way smoother, and quieter. If I want a good, budget welder or plasma cutter I'll buy an ARCCaptain, otherwise I'd rather pony up for a Miller/Lincoln/Hobart/ESAB. Understanding your value is important, as is staying true to your roots and the market that you wrote the book on. No one's wanting to buy a Porsche 911 that is made to compete with a Nissan 400Z or a Mustang GT. No Toyota fanboy wants to buy a Toyota that doesn't at least give the impression of prioritizing reliability. My HF tool box works fine, but if money ain't a thing then give me a Snap On, Craftsman, Kennedy, Waterloo, etc over a U.S. General any day.
JMHO, but HF has been moving from their lane into other tool OEM's lane for the last few years, and while many of their tools work really well, I've become less than impressed as their costs have gone up, as their value goes down as a result. Yes their store is convenient, and fun to browse, but Amazon is plenty as convenient, and your selection is bigger, and you save on gas and time.