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Started out thinking "Taylor". That's mainly because of my very positive experience with other Taylor guitars, and their customer services, plus the wide range of instruments at different price points.
Watched a few of "his" videos, read a few comments / threads here, and my thinking headed off in the direction of Furch and then, having initially dismissed them because of the MiC aspect, also Eastman. The rationale being that you get Taylor levels of quality, but at roughly half-the-price when comparing equivalent-ish specs.
And who want to be paying for US levels of Corporate overheads and global marketing budgets when buying a guitar - you want your money to be going into the quality of materials and skill of the craftsmenpeople.
Downside being availability of those makes, and I don't really want to buy remotely and go through the try/don't-like/return process (that's taking the piss from the buyer protection regs IMHO).
Plus I do actually value some of the extras that you pay for with Taylor. The lifetime warranty. The customer service. The YT content. (Still don't want to pay for the excessive hotel bills of Wayne Jr III in Marketing though).
So I'm off to try a couple of Taylors tomorrow. Different guitars, both in the 3xx range, both available at a good price (so Wayne Jr III isn't getting any of my money), not too far away, and at a trusted retailer. Not committed to buying either, but sufficiently interested to spend a few hours in the car to find out if they grab me ...
Poor punctuation on my part - the MiC was referring to the Eastman.