I'm no expert on the machinations of Fender and Gibson's marketing, but it seems to me Fender is way ahead both on identifying trends and capitalizing on them and on expanding both their high end and entry level offerings in innovative ways. The only thing I see Gibson doing right is with the Epiphone line. All I see from Gibson, marketing wise, is pricey signature models from a toad in a top hat. I'll admit I may have missed some of what they're doing, though, because I pretty much don't care. The only Gibson I'd be interested in is a J45.