Seeing as there's a mood of forgiveness to RM for his size - and quite right too - I'm going to stand up for the price levels of the Woodlore shop.
Ray's whole philosophy is carry less by knowing more. What he does carry/wear is reduced to essentials, so he's known for certain items of kit such as the Swazi smock. He's hardly likely to be associated with second-rate kit - who of us would choose to do so if we had the option of the good stuff? Usain Bolt is not going to be running in Lidl own-brand trainers, even if they're not bad, Jensen Button isn't going to nip down the shops in a tatty Vauxhall Cavalier, even if that gets him there and back without a problem. Ray's a professional at the top of his profession - hell, he's responsible for much of the popular resurgence of modern bushcrafting - so Woodlore has to differentiate itself from the rest of the market somehow, and in this case it's by association with premium bushcrafting brands. Much of what you can buy from Woodlore is either exclusive to them, or of a higher quality than is available elsewhere, or simply not readily available elsewhere (e.g. Zebra billies or Swazi jackets).
And it is possible to go too far - wear too much Woodlore kit and you'll get laughed at for having all the gear and no idea. Much the same as turning up at a running track with gold Nike trainers and a beer gut.
I appreciate that with the current mood this is a bit like sticking my head in a lion's mouth and flicking his love spuds with a wet towel, but I like having Woodlore there - I can aspire to the best kit around, and 9 times out of 10 make do with something much cheaper. And once in a while, treat myself to something really good (if slightly overpriced) with a RM logo...