While I won't defend the television show, you either enjoy it or hate it, I will comment on the quality of Red Jackets work.
What you see on the television show is pure fiction. They don't have customers coming in for dual M16's or rocket launchers. That's all Hollywood made-up silliness for the average Joe watching who knows next to nothing about firearms. Keep in mind that the show must appeal to the lowest common denominator to stay viable. Right or wrong, that's just the way it is.
What you see in the show with regards to their crew and shop isn't even 1/10th of what's really there. There are more employees than you see in the show. There's twice as much space (if not more) to their shop area, areas you never see in the show.
About their quality, RFJ has made a name for themselves (long before Sons of Guns) by making high quality AK's. They aren't just "builders" as someone above said, they are a full custom shop that can do just about anything you want done to an AK. Their work is held in pretty high regard in the AK community.
This rifle, which is a custom built rifle, is at a price point that puts it in the Arsenal price range. This rifle isn't expensive by current pricing standards, it's actually quite affordable. If you were to take a parts kit and go to any custom builder worth his salt, it would cost you at least $1000 to have this rifle built including the cost of the parts kit and barrel that you would have to supply. I have an already built Bulgarian Krink at Rifle Dynamics getting a new barrel and finish (I supplied the barrel) and it's costing me $425 just for that work alone. Throw in the cost of the barrel and I'm into the upgrades on my Krink for $550.
Atlantic Firearms has been working with RJF for around 12 years. They get volume discounts on their builds because they'll order 40+ rifles at a time to be built. That volume discount savings gets passed along to you. At $700 for a custom built AK by one of the biggest names in AK gunsmithing is a great deal IMHO, and I'm VERY happy with the purchase.