Personally I think the biggest reason that Bowtech would pick up another company/name and use its own technology on it is as already stated so they can tap into the lucrative mass retailers like Gander, Basspro and Cabelas. Not unlike what Hoyt does with Reflex bows. I see this as a good thing as it will provide good value for the money, and not compete directly with the proshops that carry Bowtech. I would not be surprised to see Mathews do something similar. This is a little like an Acura/Honda or Lexus/Toyota in reverse. Excellent marketing tactic. Pick up another market segment without affecting the company name, but capitalize on the reputation. I just hope some Canadian wholesaler picks up the Diamond line so we can check them out.