I have given this thought. I mean it is the price of a Car. I have come to think that they believe this and I dont really think its unreasonable. It sort of creates a better bond between the owner and the axe. As far as setups. There are a variety of setups. Some people like a higher action and i like as low as i can get it. I like the neck totally straight and most people think there should be a little bow. On 2 of my favorites frets had to be fixed. Shaved down to prevent buzzing. I just got this gut feeling these people think its a good thing we get involved in making our guitar ours. What do you think about this way of thinking? P.S. I forgot we all have to remember they put .10s on the guitars. So obviously that makes a huge difference for those of us who use 9s. A guitar with 10s might have a little Bow on the neck and NO buzzing and a action that most people would accept. I have always thought they should be putting 9s on all the guitars even the VOS and most Expensive but thats me. it just gives a legitimate break to Gibson.