My point is that JLC has dis-proportionally low brand recognition for the technical supremacy they posses. They were - for a long time - probably the ultimate "wis" brand: we love it but that won't pay the bills. With a RO/Submariner/Triple-bridge/Freak/Lange 1/you-name-it brand-defining, $15-20K per pop, sellout model one can fund hell of an R&D. Just wishful thinking I guess ...