You hit the nail. I don't think their typical customer base goes after it like folks around here. Let's be honest, we are the extremists. The general pop can't be bothered and would be scared of having to go all in, with very specific design and numeric figures with regard to a jacket. Just my opinion but I don't think those customers hit the zealotry we see as normal around here. And that's where those folks at Epaulette can make a living. I'm not mad at them. Good for them. That said, I'm not the customer they're looking for.Epaulet is an excellent menswear provider with top-notch customer service. They are charging a premium for the jacket, but 99% of Epaulet customers have never heard of Aero or Thurston Brothers and may feel more comfortable buying from Epaulet. I wouldn't, but I can understand how some may.