In no way do I completely agree with JL's pricing, BUT they have an excellent facility here in the USA that builds their upper end drivers employing American's to build. They do extensive amount of engineering that most others don't have the capability to do or have the staff able to do it. They have pioneered a some things and have been a big part in shaping the way the industry has progressed. Meaning, they have a lot to back up their pricing as they are spending a lot to stay on top. Not like other mega brands that have gone to full on cheapest build costs possible to ever rising pricing all while riding on the name. JL does not fit the internet ideal, because on the internet CHEAPEST initial price will always rule, (regardless of background, quality, value or performance) especially here in the US. JL does fit the dealer ideal well, great product, great name and good margin.