I mean...c'mon...Peterson has been one of the more gimmicky pipe brands for a while now (read: long time now). They're like the Spencer Gifts of pipe makers. Have they ever branded themselves with a whiskey; like when you buy a fifth and get a free set of shot glasses? That's the kind of thing I expect from them. Plaque editions. Special socks. Some of it is comical. Some of it is sad. Some of it is neat. Just trying to keep the doors open and employing people. I take them seriously, but I honestly don't know how they've done that. It's an interesting rope to balance; the specialty/gifty/strip mall approach and not laughing themselves right out of the quality pipe market. I'd call it their core market, but I think that would be delusional.