A bit of both I reckon Bobby. I've known a few pro players who could 'over-ride' most inadequacies in equipment and probably get a decent sound from a leaky old student horn with a split reed held on with rubber bands!.
However, the further back down the tree you are, the more help I guess you need. Having half decent reeds is part of the battle.
And, Nachoman, yup that is a dangerous thing to say, however - let me further qualify it by saying that out of 6 boxes I have ever bought so far, none of them have been dead. A couple have been less than great, but certainly none that were just 'sticks'. Unlike some popular brands I could name. Going back to another thread somewhere... buying one reed from a shop is pointless. You have to get a box at a time. Just in case.