As a motorcyclist I see comparisons in the motorcycle industry. It's all pseudoscience so value it accordingly. Since the housing market crashed credit has been harder to get. This has very nearly closed the door to entry-level riders. It's a trickle. The market reacted. Now there are very low priced people movers with small motors. They are built cheaply, to run cheaply, just like in Europe and Southeast Asia. They're priced to lure in riders with the promise of cheap transportation with a little pizzazz. They hope to sell them in bulk. But in the high end market the bikes have hit and passed the $20,000 threshold! It was unthinkable for almost 100 years but BMW has several premium motorcycles now that easily exceed $20k and they have had solid sales growth for years. That's the money Gibson wants. The older money. They need to because that's where the money is left, or went to. Someone who won't be bothered as much with the increase because the price is not significant enough to them. That has to Gibson's new target market. They have to shift and follow the money.