I read about it but I really wonder how he can compete with Shimano and Loomis? Warranty needs to be lifetime don't you think?

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I read about it but I really wonder how he can compete with Shimano and Loomis? Warranty needs to be lifetime don't you think?
going to make them in china
http://www.boydduckett.com/index.php...=107&Itemid=34
