Regarding brand performance, loyalty, durability, etc......oozing out
of the Burton Vapor thread:

Started selling/renting boards in 1990. Our shop was core not,
corporate. Hated the big guys, esp Burton. Have stocked, sold and,
seen go bye-bye at least 40 brands of boards, boots & bindings the past
16 years. Most because they couldn't sell enough product to stay in
business; some because their product was crap; and, a handful were
absorbed by the bigger guys (primarily K2).

Our shop owner will tell anyone that I am the worst "salesman" on the
floor. I won't sell a 6'2"-200lb-size-12-shoe dude a 154 Custom to
make the sale. Even if he's in love w/ it. It's a disservice that
he'll discover all too quickly on the hill. This sales "technique" has
driven our shop growth in a double-digit manner for 16 straight
seasons. It's also the same way Burton has grown to dominate the world
of snowboarding. The develop products that work. Then test the ****
out of them before bringing them to market.

Obviously, if you sell more product than all the others combined you
are going to have more failures. Not just because of simple math but,
also, due to the fact that the users are pushing the envelope. Go to
any major competitive event. You'll see more Burton bindings on
non-Burton boards than said board manufacturer's own models. Why?
Because they work.

Another group member suggested that my motivation favoring Burton
products may be financial. A little bit true. However, providing
riders, both current and future, with products that make them happy is
my true goal. And, I'm absolutely anal about being wrong.