He was probably talking about "REI" and in the phone book, it is Recreational Equipment Incorporated.
The only thing cheaper than an EZ-Up is the garbage tarp things. Don't bother.
The better EZ-up is now made by a company called Variflex, and the model is the Quickshade. I have an EZ-up, and my buddy's have the Quickshade they bought at Sports Chalet. I like the QS way better. Nicer built, heavier construction etc... Plus, it doesn't have the fiberglass poles holding up the middle to break or get thrashed.
Squirts up!