Some people will always pay good money for a good quality product. Unfortunately those people are in the minority. There are more people who will buy junk purely on the basis that it's half or less of the price of the good stuff, then live with the consequences. Many times they don't even live with the consequences as they're people who don't have a clue what they're buying - it's just a gift for someone else. That tool will be gratefully received then live in the back of a drawer for 10 years, but they company still has the sale and profit. This appears to be the arena SOG is moving into