Having never had anything that was known as "straight up fire" I wouldn't be able to weight in on that. I have looked at a few of their strains and some look kind of interesting. A little more Indica dominant strains for my liking. Some of their strains aren't badly priced. I really don't have issues paying up to 10 bucks a seed most of the time. I am not a big fan of having to buy 10 of them though. I think a lot of growers would love to be able to buy single seeds (Fems), 3-packs, and 5-packs instead of having to drop a bill on some beans. I guess from a money making standpoint.....smaller seed packs are the enemy. I mean why let a customer go out the door only handing you a 10 dollar bill when you can make him or her hand you a C note. Of course how many would be buyers of smaller packs walk away and buy something else that isn't quite the same impact on their monthly budget.