I seriously doubt that Dana's intent is that the jointly produced guitars are going to cut into Martin or Taylor's market share. Both of those companies have die hard fans who truly love them. The voicing of those instruments are also different from a Bourgeois.
From what I've read on Dana's wesite, his concern is that the average price of his guitars is around $6,000 which prices them out of reach for a lot of good players. Since he's a shop of 12-13 guys producing a few hundred guitars a year, options for producing more affordable guitars are limited.
I own an Eastman dread because my finances and skill level find it appropriate for me. Eastman is making some nice instruments these days. Where Bourgeois can help them (IMO) is in voicing and consistent tone woods. I am curious to see what this joint venture produces. I'm sure there'll still be plenty of musicians willing to lay out the $6k for a guitar voiced by Dana Bourgeois.
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