+1
I rarely ever go into a GC... not for political reasons, but for logistical reasons. However, I have seen the Markbass stuff ever since they got Jeff Berlin on board and started advertising a bunch, which has been for a while now.
I blew them off on looks alone, and simply treated Jeff's commentary as paid ad copy. They only entered my radar after hearing some TB'ers talk more about real gigging experiences.
Bingo. IME ads don't really sway people and neither do paid endorsers. People who spend their own money on a product OTOH can go a long way, especially if you know that person isn't prone to jumping on every bandwagon that goers by.