I've always felt that Swee Lee caters to the "looks and brand more important than feel and sound" people. The people who walk in with the idea in mind "I wanna buy a Gibson Les Paul and that's that". Or the kids who tell their rich daddies "Dad I want a Fender Strat".
So they sell to people who don't really try out stuff. Just go in with what they want in mind, pick it up, make sure its working, then buy.
Luther and the others cater to the players who have more experience and are more open minded. "Hmm I want this tone, dunno which guitar can get it. Maybe I'll try this... Or this... Or this... Hey this 2nd hand one sounds awesome! I'll take it!" As opposed to "MY PEAVY BANDIT ROXORS ALL YOUR BALLS OFF!!!!1111 GIBSON ROXXXXX1!!!11 SAMICK GUITARS ALLLLLL SUCCKKKKKKKKKK!!!111 BOSS ROXXX!!!!!11111"
I've heard Gibsons that suck total ass. And I've heard Samicks that blow my mind. Please keep an open mind people, and try before you buy.