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And I have to say that the comments of "our leather, jackets are the best" have finally turned me off. Andy, maybe you do have the very best leather but harping on about it doesn't do any good, in fact it does the opposite. I don't see Gary from ELC posting here saying their Warhorse is the dog's bumpy bits or John from GW saying his leather is the bee's knees.
To the contrary, while JC no doubt subjectively believes that his leather is the finest available, he never proclaims as such and, instead, openly compliments other leathers. Such humility is refreshing and no doubt attracts customers to the brand.