Yeah, I've seen those ads..........I heard him compare it to a 5K Martin, a claim I would think should be take with 2 ton grain of salt........I was in Sam Ash the other day, and played a 4K Martin, and some 1-2K Takamines, Yamahas, Fenders, and there really was no comparison. Martin gets that price for good reason. I'm not saying his is a bad guitar, just that I really don't see how he can make that claim.