Misha. It's because of Misha. I love all the other dudes, but Misha is one driven MF. He is always doing something, and that generates a lot of interest. Face time is super important. The whole band has a very social-media friendly style personality and the way that they shitpost makes you feel like you're part of the group. That works wonders for the numbers. Of course, it also helps that as @Wucan said, the gear that they've attached their name to is actually....pretty solid- and they were savvy enough to land large-scale, major company endorsements early on due to how well known they were almost immediately due to all of the attention the early demos got. I mean you compare Jackson / PRS / Ibanez to any other set of endorsements out there- how are you going to move more product? Monuments had Mayones / Aristides on board, who make excellent equipment, but those are $3000 guitars. Your local music store will never have one on the wall. When you think AxeFX, who do you think of? Right as modeling took off like a damn rocket ship. They sling guitars, they sling basses, they sling pedals, they sling amps, they sling plugins, they started how many companies? It was the right dudes, in the right place, at the right time, who knew all the right people and were prepared to make the push.