Seriously folks - and especially no disrespest to Ph-man, but the whole Ameritek thing isn't about breaking New ground in detector technology. It's about breaking new ground in detector marketing. First Texas probably doesn't even know how many different detectors they make – what with Fisher, bounty Hunter, Technetics and various house branded machines they turn out for the mass-market.
What they are trying to do with Ameritech is present three detectors from their whole lineup which are already terrific value for the money and make them available to enthusiasts at low prices direct from the factory – and with yet to be revealed twists on how online sales can be supported by enthusiastic folks who will interact with the buyers to ensure that their questions are answered and that they are engaged so as to help them choose the detector which best meets their needs and budget.
This is exactly what good dealers have been doing for years – guiding buyers to make a good choice. Dealers are going to be a part of Ameritech even though it's factory direct. It's a whole new approach and I think folks will be pleased as more details are revealed.