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I think @Edward sorta hit on it. Make a jacket so insanely priced, nobody will order it. No back orders, nobody complaining, just a really nice jacket that nobody can argue over. Is it the best? Probably nobody will ever know as there are likely few educated folks who would spend that with BK. Who knows, maybe someone will buy it and post up nice pics - right before BK proclaim that they have a newer, better hide that nobody else can get and it's gonna shame the first one.