Sterling fishing rods

[Jay]

Dick's Sporting Goods carries a line of rods made by STERLING. Never heard of them to be perfectly honest however I am looking at a 6'6" medium action one piece casting rod, IM7 Graphite with Fuji reel seat and guides. The rod is very well made and is on sale for 19 dollars. Why so cheap?
Does this price reflect the rod quality or are these good rods? Please advise, thanks!