Oren,
If they have what you want in stock, they are great. Their shipping is high for small orders ~$8, but turns average once you get > ~$50.
If they don't have what you want in stock, you'll never find out unless you see that your order hasn't shipped and call them to ask why the heck not. Once you call them, everything gets straightened out.
They have some sale prices that people can't touch even with the high shipping cost. Also, they have a much larger selection that most other places.
I've been using Botach and Texas Tactical Supply. TTS definately has better customer service but a limited supply and selection. TTS's normal prices are usually cheaper than Botach's normal prices and their shipping is more reasonable for small orders.
Of course you need someone to ship stuff to Israel for you, and that can be a problem itself...
If Botach has what you want in stock at the price you want it for, they'll serve you fine.