We're not as good at building up our brands and them creating brand equity as our US cousins?
Some of the US brands also has a very distinctive core tone, if you want a Sadowsky sound you probably need a Sadowsky. If you want the Ken Smith thing, buy a Ken smith etc...
With the exception of Status and Wal a lot of our builders make instruments less focused on their core tone thing. Gus I guess unmatched visually.
I think that makes it a harder sell to get brand equity... Every single Overwater I've played and heard has been an amazing professional level instrument - and with a tone that could sit anywhere in any genre. I guess that's why so many pro players use them... but that tone that could sit anywhere also means it doesn't stand out as much?
(I dunno, that's my theory, maybe I'm just annoyed I didn't buy that Overwater @briansbrew was selling last week? )