as far as the advertising goes. Go up to someone who has no interest in bow hunting, but loves gun hunting and the outdoors. Ask them what a good bow is, id bet they say mathews. Whatever mathews is doing, its working. "Mathews sales rose 2600% from 1995 to 1999." i dont find that hard to beleive. Weather or not mathews is the best or overpriced or whatever isnt my place to say but they have a good product and know how to get it to the public.