Company advertises new model-consumers buy it based on previous company record-consumers report their results on numerous forums-others decide to buy or not to buy based on results and other factors. Not from people who may get a unit to test, very often free, and hype it as the deepest, best discriminating, iron see through (which doesn't exist), fastest, lightest, bla, bla, bla unit on the market. Read the forums a little bit. Same names always hyping the same brand. I didn't start this hobby yesterday.