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they’re hoping that someday all the other red chilis will stink so they can win. 😜

The family went to a Chili Cook-off this past weekend. I realized something.  Every Chili Cook-off I've ever been to somebody brings a white chili.  That person never wins.  White Chili is fine. But if you are making it for a chili cook-off are you actually just conceding? 

Well said.  Er, um... Well typed... 🤷‍♂️ This is what I suspect as well. I also didn't think about your point about impulse buys and the current hoopla. There are definitely a lot of folks talking about these right now. "The revealer" whether it actually proves anything or not, is clearly a great sales technique. I hear even hear the old folks at the range (am I one of those now?) talking about these. Words to the effect of "I really need to get a lie angle balance putter..." etc... 

I'm probably preaching to the choir with your background, but I'm sure most retailers worth their business salt will price it for some combination  of: delivered cost + current perceived market value + expected lower revenue for slow moving inventory + expected obsolescence. The 'market value' might be the largest component.  Retailers with low inventory build to order for long lead times have lower obsolescence recover cost added but it really hurts the impulsive buyer market, which is big when there is all this hoopla raging. The impulsive buyer also tends to pay more. I'm guessing that LAB wont make you wait unless you want custom tweaked stuff.    

Fair points - one thing I would note, speaking as a consumer, the base model here is already very expensive. There is a (fairly large) part of me that is much more willing to pay additional customization costs if it's going to work better when the underlying product is expensive. If I'm getting a $10 putter out of a bargain bin, I'm comfortable giving it a try and if it doesn't work, then whatever - no big deal. Spend $450 plus tax and it better be good. I'd rather have something for 560 that's spot on rather than something that's 450 and not what I need. I'd also go the extra mile and pick out some of the visual customization as well - different color, different alignment lines etc. I don't necessarily see that $110 as poor value when it's already a high end and expensive piece of equipment. I don't know whether that's me being what the market will bear or that it costs them that much more to make it, but I don't particularly care either way. At the end of the day it really is just about what the market (i.e. me) will bear.  I will also note that I don't have a LAB putter and while I am periodically tempted, I'm not going to get one until I can be sure I'm getting the one that's right for me. Short of going to Oregon, I'm not sure how that can happen either, so I will remain a spectator who occasionally pops to PGA Superstore to have a play around with one.