In the case discussed on THR, the gentleman purchased a new Pietta cap and ball revolver that arrived in an unsafe, unusable condition, according to his description. Cabela's refused to accept the return of the gun either for repair, replacement or refund. Just plain, "No returns, period. Read the policy."
Now I wasn't personally present to hear the discussion with Customer Service, so I'm taking his word - I have no reason not to. However, as I said above, there were others posting on the thread who had similar, and others who reported different, experiences.
But "good customer service" does not include posting a "No returns" policy that on the face of it applies to any transaction without exceptions. And then actually allowing exceptions on a case by case basis, depending, I guess, on how the customer service rep or manager is having a nice day.