I will say it one last time (okay, probably NOT the last time), but, folks, this isn't the Custom Shop stuff. Fender would gladly build me a uniquely painted P-bass with p/j pups and a bound and blocked maple neck. They'd even throw on a d-tuner and a bad-ass bridge if I asked. But it would be a Custom Shop Bass and it would also cost $4,000+
The American Design Experience gives me a range of "options" that are available on many off the shelf basses and a few that aren't. It gives me some ole reliable and some unique colors, a few neck choices, pickguard, bridge and even string choices. Not a lot, but a few.
Let's look at it this way: I can buy an American Standard P-bass at Guitar Center for $1,300. New, in box and generically built, thrown on a truck and then put up on a wall in East Bumblefark, NJ to be abused and fondled by a thousand hacks.
On Tuesday, I paid $250 more to get the pickups I wanted in a color that isn't currently available, with the pickguard that I think looks best and with the Jazz neck I wanted. It also has custom neckplate - kinda cool - and, more importantly, it will be put together - FOR ME - when they get my order. After it's built and QC'd (hopefully) they will put it in a box in California and ship it to my home. Those things alone are worth the additional money to me.
If you do the math, it actually is a good deal:
Tort guard: $53
Pickup swap: $89 (plus labor to be done professionally)
American Standard Jazz neck: $450 (on ebay)
Custom neckplate: $25
Custom paint job: $250 (total guess there)
Now, you can argue all you want that the options available aren't the ones you want (or are not willing to pay for at Custom Shop prices), but that does not make this a great stride forward. It is for people willing to pay a slight premium (about 15%) for choice. If you build a generic, stock black and maple P-bass this way, you are crazy and yes, this isn't for you. But if you want to have a unique bass, factory built, with a limited lifetime warranty, and unique to you, then it is a very cool thing.
The bottom line: Fender haters will not like this no matter what. Those people should get a Calvin peeing on Fender logo and put it on their rear windshield. Here, this is for you: