We are living at a time of inflation and world competition. Each company decides what their business strategy will be for their future. Who are their core customers? How will they supply and service them? A fly rod can be a lifetime investment. Fly fishing can offer a lifetime of interest and enjoyment. Just like there are people who will spend $1000 on a rod there will be people to spend $100 on a fly line or $1000's on a fly reel. It is an investment into your interest. Again not everybody is into the how low can you go. It is a different business model.