G&L nicely undercut Fender, Yamaha & ESP undercut Gibson. I think this brand name thing will end, but it's just a case of when the sheep realise that quality, not price, is key to a sweet sounding/playing instrument. 300 year old shed wood, nitro paint in ltd edition colours, vandalism etc ain't worth an extra grand - the biggest joke is Custom Shop to Masterbuilt - it's still all machine cut ! I've owned 2 American Vintage Reissues, never worth more than a grand.