You know, I think more companies and more competition will only improve archery and we will benefit. But I wouldn't be sinking big bucks into an Elite bow until it has a couple years history and looks like it will survive. A lifetime warranty means nothing if the company " for whatever reason" ends up folding. I have looked at the website, I'm sure they are great bows but from what I read on the other website there seems to be alot of issues getting bows to market. I have heard of a few demo bows in reps possession but not one single person has yet to post that they actually have a bow, many claim to have placed orders though. Also the only advertising I have seen is basically word of mouth and internet archery forums. Even the Elite website only has pictures of one model, does that mean the others are only on paper at this stage? Not sure that's enough exposure to launch a new brand. They need to come out with a full marketing plan and some inventory which is difficult if your start up cash is tied up in a legal battle. That rubberized finish sounded like a great idea but apparently it peels off so thats not going to happen now. I wish them well and hope it flies.