I think you're right, its just an assembly line where you pay USA prices for the priviledge of saying your guitar is "custom". There are/were so many versions of Agile(chinese) guitars, and most of the other major brands also did a great job in diversifying their offerings, it almost doesn't make sense to order "custom" unless you know its the absolute best quality. I think alot of people would be surprised to learn that many of the low end chinese intruments have reached the quality level that Kiesel is operating in. All you need to do is run it through a plek machine and you will think "this is the best guitar I've every played". Kiesel inherited the buisiness, he obviously doesn't have the temperament or talent to run it.