No matter what you buy, anything 'Marine' will be expensive. This isn't so much because of 'greed', its because sailing just isn't the biggest sport or consumer product in the world so manufacturers just can't get the economy of scale that other mass produced products have like consumer electronics or auto parts.
that said, I like;
SBO Store, best prices on paint.
I comparison shop on Defender, Fisheries Supply, Vela Sailing Supply, Annapolis Performance Sailing, West Marine (only clearance items there, LOL)
Anyway, there are other specialty online stores like PKY for electronics and electrical parts supply. Too many of these to list.
With the brands, you get what you pay for. Harken is cutting edge and they put a ton of money into R&D, very nice and superior quality stuff but that is reflected in price point.
Garhauer is made in USA and great quality too, Schaffer seems like they mostly make bigger gear for bigger boats. Ronstan is a great choice, I like the gear and its usually a competitive price point because the U.S. dollar is strong against the Aussie dollar. Lewmar makes quality stuff but I don't have any blocks from them, they also seem to be geared toward bigger boats. Nautos is another more price competitive brand, Brazilian company I believe. I love Spinlock stuff, great innovation and design. I usually shop the best deal I can get on the equipment I need at the time regardless of brand, I does not upset my OCD to have a boat full of mixed brand gear. If it is correctly sized for the load, application, and line size I will shop the best price available at then time.