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All sounds a little desperate to me. They really should concentrate on building great instruments and not just relying on their past glories.
I find it fascinating that the 'Gibson' that did the most to restore the popularity of the Les Paul ... and hence Gibson as a brand ... was Slash's AFD instrument ... which was a fake! They then made truckloads from copying the fake and selling it.
Does he warn them about copying Gibson's QC?
I've heard Terry Morgan will be retiring soon, which is good timing