The crazy thing is that it is not rocket science. A lot of these companies could be way more successful if they would just learn how to market their product correctly, give players what they want, and communicate when you can. I watched the Friedman line just take off like a rocket right when the BE100 came out. Dave could have just quit there, but he didn't. He has worked with Eddie, Slash, etc. and he thinks like those guys, chasing tone.