This is sad to see. I wish they would have developed a “value priced” brand like other companies have done (Epiphone, Squier, LTD, etc.). The guitars look like cheap Asian bolt on neck, poly monstrosities, and it sucks to see the Heritage name on the headstock. Say what you want about Gibson, they never whored out their main brand. At least they aren’t dumb enough to do it today.
Coming up with a unique brand name can be tricky. Maybe they could just put a W in front and swap the E for a O. Whore-atage would be more appropriate for this venture. Hope the guys contact me for future brand suggestions. I’ll work for free.