I had a call with Orvis customer service a couple years back. I told them that the product I recieved wasn't really up to par for a company focused on fly fishing. I was promptly told that Orvis was not a fly fishing company. Click. That ended the call, and probably ended several thriving stores across the country.
I never understood their business model. The Seattle store was all Orvis and nothing but Orvis. The independent shops with gear and supplies from a wide variety of manufacturers tend to get my patronage.