some things are just more expensive because of the name. JL is one of the better companies because they are not just sitting back on their laurels like alot of other companies. They are constantly engineering new subs and amps to stay ahead of the competition. 4 years ago when the W7 was released it couldnt be touched by any other sub. That has changed, but not on the mainstream level. As soon as some of the smaller companies get to be better known and if those companies dont lower their standards then I think JL will be forced to be more lenient with their pricing. Until that happens though I will continue to say JL makes a great product, but when compared to other gear in the same price range, it is lacking.