This question has been bothering me for a while. I've never steered towards Fender just because Geddy Lee plays them, or Rickenbacker because Paul McCartney plays one. I play an instrument because I've checked them out and like them. Granted though, I've never played a Carvin in my life, but I wouldn't think anything of buying one out of the catalog if I had the money, just for the fact I've heard numerous players on them, and they sound awesome. I'm thinking that endorsement works more on a line of getting new musicians to buy their products. Such as the kid who idolizes Eddie Van Halen. Then when he finally decides to play guitar, he learns that Eddie plays Peavey so he buys a Peavey. That's just my hypothesis though. What are your opinions?