You're close. They aren't specifically looking for higher paying buyers.....Their prices are right on track with most others.What's the price of that Ross you are looking at? $599 I believe you said, right? The MOST expensive Reflex is just that, $599. They are trying to make a serious name for themselves in an INCREDIBLY competitive market. The Highlander was nothing more than a Hoyt UltraSport. Same riser and everything. In fact, MOST of the Reflex line were just "hand me down" Hoyts. The Excursion, the old MT Sport..Anyway, they Hoyt line was totally redone this year as well, so is Reflex. It's a tough world out there, and Reflex is merely trying to be at the top.