Maven has been following the the direct-to-customer via the Internet marketing plan followed by several optics companies lately, including SWFA, Tract and GPO.
John,
Maybe a nitpick, but I think Chris Farris seems to have led the pack with the Super Sniper scopes, providing a rugged device at a relatively low cost. Been doing it well before the current trend of direct-to-customer, and still holding a solid reputation. Not trying to take anything away from Tract or GPO, but SWFA has been doing it for quite awhile.
And this is purely speculation on my part but since SWFA's business model is diversified, by selling competing products, it seems like Super Snipers aren't critical to the success of the company. Tract, GPO, and the others' longevity depends on market acceptance of their product. Any business can tank and go under, including SWFA, but I think that some people worry about the longevity of some of these other direct-to-customer companies for this reason.
Jason
