New World Camping

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I purchased a $29 rod August 28, 2011 from New World Camping, and used it for the first time a week later September 4 (mainly to practice casting in the San Gabriel river). During that outing, a foot of the rod snapped off at the tip. I returned September 7 with the defective rod to make a simple exchange but the proprietor refused to do so unless I paid him $15 to cover what he said would be the cost for him to return the rod to the manufacturer. I attempted to reason with him, but he refused to listen so I told him to enjoy the broken rod and the money I'd spent on it initially but that I wouldn't spend any more -- and certainly not at a business with such an unscrupulous regard for its customers.