A most formidable question . My very simple partial answer. Marketing imagery. Why did more smokers buy Marlboro rather than Winston?? Winston lacked that association with the Wild West ??? Santa Cruz more akin to Frodo and the Hobbit…… Terrible analogy but I think it gets the elusive dull point across. One of the great mysteries of our universe. I,ve owned 12 Santa Cruz but only 1 Collings? May the force be with us. I HAV’NT HAD MY COFFEE YET