Unfortunately this is the new normal. Formerly there was pride to deliver best craftsmanship without bragging about. It simply went without saying. Now storytelling and dazzling is often the only what you get and you have to pay way more for less than before. This true in the watchmaking sector, in the hospitality, the gastronomy, car industry, clothing, everywhere. Poor mankind. Fortunately the last dinosaurs that still know will be soon dead and no one will be left to complain about the new lows praised to be the utmost best. That is life.