I think that we are all missing the point on Craftsman. Yes, most people on this forum rag on them about their falling quality. It's undeniable. But I would guess that the vast majority of people in our country have no idea about all of that and still see Craftsman as a great-quality brand. Most people have never heard of Snap-on, let alone SK, Blackhawk, Enderes, or Mayhew. For most people, Craftsman is their first thought. And even if you tell one of these people that the tools aren't what they used to be, they always just say, "who cares if it breaks, everything is guaranteed for life?".
I think that there is value in the name. Imagine if Harbor Freight bought them....