I use cold gear and heat gear. I like both. The cold gear works best as an underlayer. I usually strip down to my shorts after hunting to put on other clothes for driving and while in camp. When it is near zero with the wind blowing and just wearing the cold gear, the wind goes right through, but with a layer over it, everything is fine.
Remember to get one size larger than you usually wear. If you are not used to compression clothing, it can be irritating. UA also has looser fitting shirts.
And yes it is pricey, but if you hunt by yourself like I do, you try not to take chances with inferior clothing should you get stuck out in the middle of nowhere.
Years ago I was elk hunting with the wrong clothing and my coat and pants all froze solid. It is very uncomfortable hiking wearing boards.