text:  seeing online that they would like to buy, but it's $500, it's $1,000. The luxury market has gotten really expensive, and they're delivering a version of that that's decently made, reasonably priced, and I think they can sort of chase any trends in there. In writing the story, I went to Columbus, I went to their headquarters and spoke to the chief marketing officer, the chief product officer, and asked them, like, what is the aesthetic now? And they really couldn't answer that, and that's the point. The point is to not be pinned down by anything.