Nothing at all as far as I'm concerned, I shop there too. I mentioned Cabelas because they have a habit of marketing their camo colored stuff more prominently than, say, JC Penney's, or REI. No worries, maybe more of their customers feel better buying camo colored stuff. I think it tends to stick out in urban environments, although net net a camo backpack sticks out no more than a guy lugging an oversized bright blue backpack after a disaster. Its the size more than the coloring that is noticeable - if you want to go unnoticed and blend in with the crowd, go for a smaller kit if you can. Most people will be unprepared, carrying at most a bottle of water and their cell phone.