I think this problem applies to all guitar manufacturers. Guitars and rock are out of favor with younger demographics altogether. Its us old rockers who are their main demographic because the vast majority of young people are into EDM and pop singers instead. DJ's are the new guitar gods. The guitar manufacturers need a new guitar god with mass appeal for younger demographics very fast. And its telling that the best they had so far was Taylor Swift playing an acoustic for rhythm.They need to think about expanding their demographics, this sounds and smells like the same problem Harley-Davidson has.