I think it is like the Ford Mustang theory. It was launched at kids more than adults. These guitars appeal to a certain buyer. I hated plain jane retro/vintage guitars in 1985. Strats and LP's sucked my nuts. Now an old man, I like vintage guitars and gear and don't want graphics or crazy shapes any more. So I think it is a marketing move to offer a well made and affordable axe with a look that appeals to a certain crowd.