Nope. Many won't buy at any price if it does them wrong the first time. People can slam Behringer all they want. They have good quality for the gear they make. It holds it's own against more expensive gear. Sure there are some lemons - just like LOUD has, but Behringer is surviving.
You can find old interviews from Uli where he points out that as a poor musician he'd look inside of gear and wonder why they were charging so much for so little. He and his poor friends couldn't afford it. I do believe this is his motivation. Make it cheaper and better for people to afford. He figured this out. He moved to Asia and setup manufacturing. This is also a big market for Behringer.
And I don't think Behringer would buy Ampeg. They're doing great with their Bugera line. (bad name though) I doubt the owners of Ampeg won't sell - the label name is worth too much. They could shelve it for a few years as an investment.
Threads here would lead one to believe you are incorrect.
When a consumer purchases a $20 knockoff of a $70 product, they have a certain set of expectations, mainly revolving around the price itself and quality as it relates to that price. They will (try to) convince themselves that the product they bought is just as good as the $70 product they couldn't afford. When it dies in 12 months, they rationalize that they only spent $20 on a $70 product, and they buy another one.
Conversely, the consumer that buys the $70 product believes he is paying a premium price for a premium good. He expects that product to last significantly longer than the knockoff. If that product dies in 12 months, he is dissappointed and expects fantastic customer service to remedy the situation. If he doesn't get it, he doesn't buy that product again.
There is a difference.
Behringer makes a good product.....for the price......which is bottom of the market. The words "high quality" do not, however, come to the mind of the average consumer.
A company in financial distress does NOT "shelve" their premier business lines as an "investment". They sell it to the highest bidder in order to either provide cash to save the business, or to liquidate the company. This is especially true when an investment firm is involved. Why? Because the lesser product lines aren't worth much. If LOUD is truly in trouble, then Ampeg will be sold.
As an example, GM has been in financial distress for years. Every time they have a major event, they consider selling GMAC, their only consistently-profitable business line.