When I first came across Eastman archtops (back when their standard finish was an antique-y violin-style varnish), my impression was that someone was finally imitating Epiphones rather than Gibsons. They sounded terrific to me--I was already an Epi owner--but I was told by the shop owner that some people were put off by the cosmetic appearance. When they started using a conventional shiny American-style sunburst finish, they sold better.
I suppose I shouldn't think less of customers who care a lot about appearance--I am automatically suspicious of black-lacquer-finish guitars.
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