The reality is that it's not 2010 when I bought all of my Griplatch boxes- too much competition now. And Sears is gone and Craftsman boxes are now mostly? sold in Lowes. 98% of Lowes customers aren't looking for a lot of options, just a low-cost box to put their limited items in. The Lowes customer is a "home gamer" as you said. SBD knows their market on this; they're not going to introduce a bunch of chests that won't sell. They know they can't compete with HF and the Tool Vault/ Montezuma upscale imports. 98% of Americans don't give a **** about USA made, so that's not a selling point.
Craftsman could come out with ten different tool chests, carts, hutch..... options, to match HF, and they wouldn't sell, just like some of the stuff they had 15 years ago- when there was limited competition and before HF and all of the imports took over. How many here have seen the Craftsman Industrial boxes in person? They also made Craftsman side chests and side lockers; I've NEVER seen one other than in the catalog, and I've been looking for a "parts" griplatch box on FB for several years, so I see all of the Craftsman boxes. Even the middle chest for the Griplatch stack is extremely rare. Snap On boxes are commonplace in comparison to a Griplatch box.
The reason I bought four 6' stacks of Griplatch boxes wasn't because I was dedicated to the brand, but because the options were extremely limited in 2010. HF was selling the first gen "pink crinkle finish" boxes and that could've been the greatest in the world, but it was ugly AF, IMO, and I never considered it. And tool truck boxes were out of the question because of the cost. But, again, it's not 2010 anymore and the market is flooded.
I never knew the V series boxes existed until I saw them here a few months ago. No idea what you do to market them, but they're not doing it.