A brand, the brands positioning, the brand‘s marketing, its market behavior are integral parts of a product. Brands like Patek or Apple wouldn‘t be where they are now, if those things wouldn‘t matter. So everyone releasing a new product and creating a new brand will have to live with the fact of not just being judged on the pure physical product. As some people will like the watch and some won‘t, some people will like the brands positioning and its market behavior. and some won‘t. I like the watch, but not the market behavior. I stopped buying AP years ago not because of the watches, but because of their market behavior. I don‘t like scarcity marketing and gatekeeping. I‘m not judging whoever buys this watch, I really don‘t care. It‘s just time for me to find a new hobby I guess.