I guess they are trying to break into a crowded market and emerge as an A list contender and not one of the cheap knock off cases. I was sceptical, but went through the process as listed and was selected. I am anxiously awaiting the cases as they do seem to be well made with many of the qualities in a case that I look for. With all the cases out there today, I imagine it is hard to distinguish a brand as a standout amongst all of the available options. Word of mouth and quality reviews are important to much of the marketplace. With the cost of today's phones, a well built/designed case is valuable to many.