Especiallyparagraph 3 'The Brand Name Cult'
http://www.huntersfriend.com/bowselection.htm#1-perspective In case you do not want to use the link read below:





Keeping Things in Perspective

Undoubtedly, the modern compound bow is a fantastic hunting weapon. But let's try to keep things in some reasonable perspective. Before you're swayed by an advertising campaign promising exclusive-technology and predatory bliss, try to keep in mind that the compound bow is still a relatively simple device. The compound bow is constructed from readily available materials, it has only a handful of moving parts, and it isn't yet micro-processor controlled. So there's only so much technology which can realistically be applicable to the design and production of a compound bow. However, most bows are specifically marketed as a "high-technology" product. Why? Because bow companies know what modern bowhunters want the most - an edge - particularly a "technological edge". Bowhunting has a historically low success rate, so it is no surprise that compound bow advertising campaigns focus on offering bowhunters a "technological" advantage - even if it's a little stretch of the truth. They also know that outdoor product consumers love big scientific words and impressive acronyms. So beware. Your new compound bow could be packaged with a few Ultra-Lite Hyperpolyresin fibers of CBT (cock-n-bull technology).

The Brand Name Cult

The archery industry is often plagued by a "better than your bow" mentality - as brand loyalty seems to often get out of hand. Some bow manufacturers even seem to develop a cult-like following of shooters - who'll openly malign any other brand of bows (just visit an online archery forum). This is unfortunate for beginning archers who could receive one-sided brand-x advice - which may or may not lead to a good bow purchasing decision. So beware of any advice declaring one type or brand of bow to be "the best". Imagine being told that a Subaru, for example, is "the best" kind of car - and that every other brand was totally inferior. Ridiculous right? The Subaru is certainly a fine automobile, but it's not appropriate or practical for everyone. There are many other high quality brands and models you could choose from. The same is true for compound bows. The Point: There is no "best" brand or "best" type of compound bow, so don't barricade yourself in too deeply on any particular bow manufacturer's ranch. The bow that is best for you is the bow that best fits your purpose, your size and strength, your shooting style, your skill level, and your budget.

Statistical Deception in Advertising

If the Nike shoe company paid the world’s 50 fastest sprinters to wear only Nike brand shoes during competitions, it would be no surprise that most of the big races would be won by athletes in Nike shoes. Would it be fair then to conclude that Nike shoes make runners go faster? Of course not! But the company could make it seem that way if they advertised the race statistics without mentioning the paid endorsements. Sadly, some archery manufacturers use this same little trick to entice buyers, and it usually works. Beware of advertising campaigns that lead you to believe their brand of bows are more accurate, and tempt you with "stacked" statistics on how many tournaments their bows win. The Point: Bows don’t win tournaments any more than shoes win races. The most talented runners win races and the most talented shooters win archery tournaments. Many factors are involved in accurate shooting (proper fit, careful tuning, good technique, etc.). A good high-quality bow is just one part of the equation.