Yes, ARB are positioned at the premium end of the market, but they have knowledgeable people in their stores who know their stuff, which is something that you don't get via online budget retailers who are often selling inferior products.  ARB have plenty of competition, but they continue to find ways to keep growing.

Crack-downs on modified 4WDs is also worth noting.  However, with ARB being a global business now with 28% of revenue coming from exports, and increasing sales to OEMs (Original Equipment Manufacturers), it won't hurt them too much.  With the OEM sales, many of the bullbars that come standard with various 4WDs are manufactured by ARB and sold to the vehicle manufacturers who fit them to the vehicled before they are sold.