** first, really cogent thoughts/analysis. That stuff helps for sure, but I think it only reaches people who are already familiar with the idea and pretty close to making a decision to go for it anyway. A manufacturer can't make that happen, they can only hope to be in the right place to ride the wave when it does. The musicians are ultimately what makes it happen. ** herein lies therub, no? i guess my thinking would be that they have someone like benny reitveld (spelling, sorry) who is doing this stuff and all. people notice people like him doing stuff, people even notice david torn. if you use some of their mugs, maybe it helps people who are already familiar with the sound say, "aha, that's how he did it" - - or maybe not. it will not be on the level of the fender stratocaster - - not yet a least. the thing is, it seems like there could be a small window of opportunity for some niche marketing by these companies. In dealing with musical instrument industry for a few years, I've found that musicians are incredibly conservative people when it comes to how they make music. Sure, they'll get funny haircuts and wear crazy clothes, but they won't try a new sound. Most of them don't want to try new things, unless they see somebody else doing it successfully first. "Successfully" is the key. When they hear music that they like and see that others like it too, then they want to emulate the music and the musicians doing it. They become willing to try whatever technique or box is necessary. No video in a store gets them to that point. * correct on all accounts. but you have david torn doing stuff on albums by bowie, etc. it seems that those could be the considered someone using it successfully - - though not on korn levels (by the way, they tune their guitars down to low A, i believe). I think the steps for a new instrument becoming a popular instrument go something like this: - a new idea/instrument comes along from some bright person or company. - - etc ** re your time line. i guess the question comes down to where are we in the cycle? is gibson (fer instance) missing the window right now? Like Trey Anastasio and the Boomerang. He doesn't do ads or endorsements for it, he just uses it all the time. So his fans buy it. * the what-if being, what if they did do some advert stuff with him? stig <font size="1">Confidentiality Warning: This e-mail contains information intended only for the use of the individual or entity named above. If the reader of this e-mail is not the intended recipient or the employee or agent responsible for delivering it to the intended recipient, any dissemination, publication or copying of this e-mail is strictly prohibited. The sender does not accept any responsibility for any loss, disruption or damage to your data or computer system that may occur while using data contained in, or transmitted with, this e-mail. If you have received this e-mail in error, please immediately notify us by return e-mail. Thank you.