In my book they're correct about 9mm having insufficient stopping power and 5.56 being an inferior round to .308 for engaging human targets (most especially those who are likely to shoot back and to move to seek cover), even if they didn't quite say it the way I would.
The "shotgun is best for home defense" point is was decently debated last time it came up here –– I believe Duke started the thread, it contained a poll, worded something like "role of the shotgun" –– whether it's actually superior, in all aspects it's hard to argue with the point, generally, especially if you are trying to sell a gun to the typical customer profile I assume –– much more effective with a shotgun than putting a rifle or handgun in the hands of someone who isn't going to spend any time learning to shoot it, etc.
Also, not all of Cabella's prices are terrible, just most
They beat anyone else in town on the Bushmaster ORC at $950 for the entire last year, even through the demand-based price adjustments everywhere else, AFAIK., And some of their cleaning accessories/etc are priced lower than the usual internet sources.
-P