No secret, just an NDA. He's a small three man shop. I signed an NDA - nondisclosure agreement - on what I pay as part of my endorsement. So what I pay is not what the public pays. He normally has a waiting list, and has only recently decided to expand his business and build more, with the hope of then hiring more employees and making it bigger. I know his website is coming, but don't believe it's up yet. The other thing is most of his amps start at a certain model, and are then modded to the buyers taste. So it's not like buying a fender where you look at the catalog and pick one. It's more like "I've always wanted a bluesbreaker but in a head with less bass and more gain" or whatever it is you can dream up.