I too have dealt with Brownells for going on 40 years, and I have definitely seen a change in the last 8-10 years. Definitely more into trendy, tacticool, sort of stuff. Definite decline in the quality of their people too.
I always attributed it the the "the third generation ruins the company" syndrome. First generation builds a company from nothing. Second generation works for the family business, also works hard, builds it into something really special. Since they are now pretty successful, 3rd generation grows up very comfortable, "entitled" if you will. They get sent to college, some get MBAs, and suddenly they decide to "fix" the company to maximize profits, expand their market, whatever. Company now stinks!
I have no evidence this is what in fact happened.