I've never purchased from them (yet - I would like to try my hand at rolling tubes for my preamp) but I've had the opportunity to meet Kevin and he seems genuine and very easy to talk to. The industry needs more like him.
Upscale Audio is up front with customers
I have not bought from Upscale before but have enjoyed their videos. The approach Kevin Deal is taking with his customers is really up front and honest. A good model for how to communicate in audio, and in general.
https://www.youtube.com/watch?v=wV0oswlwx2M&ab_channel=UpscaleAudioHighFidelity