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Not surprised...
Actually, I am not surprised that those Indies that you have mentioned are run by nice folks.
I mean, if I am a watchmaker, I want owners who can appreciate what I do, and not owners who are rich snobs who just wants to buy an expensive watch to show off. They are targeting the right audience. Not doubt, a lot of us might not be able to afford a GF, but it is something really nice to work towards.
I always like to tell people this, and you've captured it pretty nicely too. Buying watches is an emotional experience, and there will always be a story behind every piece that an individual has purchased. No doubt it is a dream to own expensive pieces, but the story and emotional experience behind it is very important too.