I have purchased items through Expertcity before due to my occupation.
Basically Expertcity works with vendors to offer discounts to people working or participating in certain occupations. People working in law enforcement, military, search and rescue, park rangers, etc... have the opportunity to purchase equipment through Expertcity. The idea is that other people will look at the gear, (eg tent, boots, lantern etc.) and say "That brand of gear is good enough for those guys, that's what I want". That is all there is to it. You do not actively talk people into a certain brand. I