There is a certain "expectancy" of the "leader in professional quality tools in the industry" for the professional mechanics tool of choice.
Held in high regards, bragging rights, history, replacement policy, ease of purchase, etc.
In today's world, there are many competitors.
The question is are they the "best"?... What makes it so? ... the example the op posted doesn't separate it from the "also rans".
I wonder if they didn't go to the place of business weekly, selling directly to the mechanics on a payment plan, would they still be as popular in today's competitive world?
"I wonder if they didn't go to the place of business weekly, selling directly to the mechanics on a payment plan, would they still be as popular in today's competitive world?"
Absolutely positively not.
While they wouldn't have a bad reputation they certainly wouldn't be as popular.
SO has a very tried, tested and successful business model.
The costs are padded to cover the dealer expenses. Nothing more, nothing less.
They do a great job staying with MAP to protect those dealers. In other words even if you tried buying SO on the inTRAnet the price on their website is the exact same as the truck.
So what do you get for your bloated costs? You get a top quality tool with doorstep service. You can put it in your hand, check it over...perhaps even get a demonstration from the dealer before you choose to buy.
Of course the warranty part of it is nice as well but I don't buy SO because of the doorstep service for warranty. I buy it from convenience of not having to shop around for something and with the mindset it won't break in the first place.
I don't have time to stop what I'm doing, get in car..drive to store to swap something under warranty, drive back and resume. I use my tools as intended so if it broke in the first place odds are it will break again.
I don't need that nonsense.
In the rare event the product does break I can text my SO guy and he'll even swing by on off days to replace for me.
I'm one who appreciates SO's business model (and MAC) in lieu of any prices.