You can tell he feels self conscious when being interviewed.
Anybody that can do this, have a business startup out of love of the product, sell direct for expense sake, and still retain humility..... my respect just went up a whole heap.
The only thing I can't get behind is that he makes reference to the high price of the Axe. Yeah, €2400 isn't a small amount, but look at the bang per buck we get. Free access to great user patches, a hardware unit that is incredibly stable and reliable, free upgrades, and with the new update, over 100 amplifiers, a suite of studio grade effects...... I'd have to take him to task and say the Axe is the most value for money guitar effect/amp/processor/outboard unit I have ever bought. Actually it's the most cost effective audio unit I've ever bought, not just guitar.
I'd imagine the price reflects build costs and isn't a profit issue, so I'd imagine that the next product they bring out would be a slimmed down hardware unit, focussing on fewer things, but with the same quality of components and algorithms, probably floor based, and effects only, and targeted at a larger market through a cheaper price point. I'll be honest, I wouldn't buy it, as I'm not sure there'd be anything new in it for me. The way Cliff is talking, the Axe 2 is the flagship.
However, I would imagine that FAS will come under increasing fire from competitors and in forums because of the new market being targeted. I'd be slightly worried about this kind of venture. In short, watch the ulcer, and delegate more, Cliff.
Oh, and thanks, btw.