Some of it might also be that the quality of Epiphone guitars is really very good. About 4 years ago I bought an Epiphone Nighthawk Custom Reissue for $400. The build quality of the guitar was fantastic. The electronics were in typical import; thin wires etc. but the woodwork, fret dressing, binding, and so forth were as if from a $1000 guitar. I can manage upgrading the electrical parts, but is can’t really make the bones of the guitar with my tools. So perhaps Gibson has let Epiphone become too good?