Pix, im in the shooting industry mate, theres as much quality green, brown and olive coloured waterproof clothing than camo....and the camo stuff tends to be cheaper. The Jack Pyke stuff that most wear is some of the cheapest gear on the market, and its pretty good. If you want some decent, affordable gear have a look at Deer Hunter or Sherwood stuff.
Ive seen a fox run right up to a guy squeaking when he was dressed in realtree, only turned when the shooter cocked the rifle, and they were only stood against the hedge line. It is very effective, and only those who havent used it properly would say otherwise. Have a look at some of the videos on the Mossy Oak and Realtree sites, it works! And i do belive when im in the bushes at the side of the pond stalking a few fish, it does give me an advantage over being in one solid lump of colour. Were talking about outwitting fish here, not trained soldiers.