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What change looks like: Me not posting the crazy guy maniacally typing gif.

Paragraphs are your friend. Just saying.

You are really out of touch with today's Heritage Guitars. This isn't 4 old Gibson employees anymore. Two are still alive, two have already passed. Does anyone expect that guys who started working in the late 50s should be building guitars today? These guys are in their 80s. Today, it's a different company. First point about giving them an F for not innovating.... Poppycock. By Jim Deurloo's own admission at PSP last month, when they opened they were making just about anything anyone thought of. Look back at catalogs from 1989 or 1993. Stat, Little One, H-110, SAE and SAE custom, HB1, HB2 and HB IV bass, H-140, Mandolins, banjos, Academy, Prospect, Mark Slaughter, H-574, H-480 acoustic, Parsons Street III and V, Millennium. They tried making unique guitars... they didn't sell. Guitarists wanted the traditional models, 150 and 535 are the bread and butter. The various jazz boxes were well received. I suspect Heritage sells more hollow bodies guitars today than Gibson, who don't even list a traditional jazz box in their current lineup. It's the same reason Fender sells a dozen Strats and a dozen Teles for every Jazzmaster or Jaguar. How many Coronados do you see them sell today? Gibson sells Les Paul, SG and 3xx variants by the truckload. How many Covus, Marauder, Victory or RDs do they sell? They're in the catalog. I don't see many on the Guitar Center wall. As for not having endorsed artists and heavy advertising, that costs money. They simply didn't have the budget to put full page ads in every guitar magazine every month. Perhaps if they had been charging exorbitant prices, they could have bought more ads, but they also might have sold fewer guitars. Gibson, Ibanez, Fender, probably spend more on their annual advertising budget that Heritage made in a year! As for nobody knowing Kenny Burrell, Mimi Fox, or Henry Johnson, you must be looking from a rock perspective. They are well known in the jazz world. Gary Moore had a signature, Alvin Lee did as well. David Paul had the blue jazz box. I've seen Buddy Whittington playing a stock H-140. Alex Skolnick? Having name on the guitar doesn't automatically mean that fans flock to buy them, especially when you have limited production capacity. How many variants of the Stratocaster do you need? Clapton, Beck, Eric Johnson, Jimi Hendrix, Yngwie Malmsteen, Jimmy Vaughn, Stevie Ray, Robert Cray, Cory Wong, Rory Gallagher. That's just part of the artist models. The same goes for Les Paul variants. Reinvent the wheel.. .over and over and over again. Finally, I think you are looking at past history. Today, you can find Heritage guitars at Wolfe, Daves, Eddies, Sweetwater, Chicago Music Exc, Cream City, Jimmy Wallace. That's just the bigger US dealers selling US made guitars. They have an import line, akin to Epiphone, Fender Mexico, Squire or PRS SE. It's not to everyone's liking, but its brand building. And having played samples of the Ascent+ guitars, they actually played quite well. I would have no problem walking on a stage with an Ascent+ 150 or 137. Heritage is doing just fine. They are shipping out guitars by the dozen, not 2 or 3 a week. It's a different company.