I think this is common for BPS. They can call their reels what they want and make them look anyway they want but they are all a branded in house reel made for BPS. It may be a good reel or it may be a P.O.S.
I would still shop with them but be aware of what you are buying and shop on your terms, not theirs. If that means going some place else, so be it. I have always received good service from their stores though and when I have had an issue with a product, they have gone out of their way to make me happy. I can't say the same for their online/catalog .