the price is priced according to what they think or however they come up with it, but i wouldnt say ripping off. also, if you talk to them a little, (i talked to brian for over 30 minutes), he said that they know some items are over priced and are working on it to be more competitive. and they definitely will work with you if you just give them a chance. after talking to Brian for half an hour, i decided to buy some corals, they had several 3-4in rock with about a dozen or so ricordias on each, i only wanted two on two different rock, they said ok,and took 15 minutes cutting the one i wanted off for me. so, just for that, i think they are pretty good.
but telling you something is in stock but wasnt. =( maybe one employee told you it was, but a different employee sold it. who knows.
i've been there twice, first time, about 4-5 weeks ago, they were still putting the store together, half the tank didnt even have water in it. The second time, last week, they were about 1/4 stocked up, so, i'm sure they are still working to get the store up and running, i would give them another chance again in 2 or so months when they are fully stocked.