The inequality of this really bothers me: people buying cheaper seats are just supposed to trust someone at Target not to bash around the seat while people buying expensive ones are assured that their seat is OK?
There have been many instances here where folks have gate checked a car seat only to find that the base and or frame is cracked upon arrival. A cracked seat is generally useless, and some people here have had difficulty getting the airline to resolve the issue. I think I remember one instance that a receipt was needed (which the seat owner no longer had available).
There is absolutely no comparison between store employees handling merchandise and airport employees handling luggage. If someone buys a car seat at Target, BRU, or where ever, and it is cracked when the purchaser opens the bag/box, the purchaser would likely return the seat to the store for a replacement. As KQ said, the company will be at a loss putting out damaged merchandise, so it is very, very, very likely that their employees take better care with merchandise (currently owned by their employer, the store), than airport employees who are handling materials that are not owned by their employer and there is less personal accountability for damaged goods (I'm sure at a store the manager knows exactly who handled and/or damaged store merchandise that is put up for sale/display).
Everyone needs to make their own decisions, but for me, checking a car seat is not worth the risk. I don't have time or energy for the hassle of fighting with an airline to resolve the issue of a cracked seat. One airline/airport severely damaged a bag of mine and I wasn't able to get them to replace it. Once bitten, twice shy.