The price is affordable for a significant number of people. Tony has Brand Value to his name. New guns are desirable to many for avoidance of repair issues; some people actually don't enjoy repairing 100 year old guns. The gun fits a desirable shooting niche. Made in USA. Has enough customizable features to "feel sorta bespoke." Appears to be that extra notch up from the GL (malt instead of a milkshake but not costing like a peanutbrowniefudgeearthquakemuddslidebeltandwalletbuster). Niftly marketed, just a tad mysterious. It is fun to talk about, too.
