People fall prey to marketing schemes all the time. I take all those ads andcommercials with a grain of salt. I know enough about bows (I had a small bow shop for some time),physics, mechanics, and how to do research to make a good decision on what to shoot. A manufacturers reputation also plays a role in my buying decision.I also access how the bow feels, sound/vibration and speed. All the wannabees fall to the back of the pack pretty quick at 3D tournaments, Indoor Shoots, and in theField regardless of the brands they shoot. I am not one for a lot of talk just results. It is pretty obvious that just about every manufacturer makes a good bow these days.