I'm glad you got it.
I'm not being negative towards what BEST and SWITCH achieved with their disruptive marketing campaigns.
I have have huge respect for Alex Shogren for having the stones to do what he did, Shannon Best too. Those guys rocked it hard out.
Note.. Shannon has a new kite company of his own now too.
I had a good chat with SWITCH founder Ralph a couple of months back, have to say I am well impressed with his success. His is a totally different approach to the business than ours.
As for HELL Kites.. I really want to see them running out through existing shops and schools instead of going direct. Yes, we cut out the distributor, but that is all.
Still a very traditional model other than that.
I see a huge amount of value in retail/support and tuition.