My “one” is my 2013 SE Custom 24. So much so that as of today it is the only guitar I own. I sold off my others, and shipped the last one out today.
Nothing compares to it. Even other guitars that were better on paper, didn’t equal it when it came to playability. There may be something else...
I think they also have a brand identity image. They sell online as Guitar Center, Musician's Friend, Music 123, Woodwind & Brass, and probably some others I don't know about. Just a guess here, but maybe they bought out too many other companies and didn't do enough consolidation.
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