This is slightly tangential to the subject, but it keeps coming up in the conversation.
There seems to be a tendency for people to think of the uneducated public as idiots or sheeple. That's really unfortunate. In any field with a sufficient level of specialization there will be a spectrum of knowledge from none at all to expertise. Those on the lower end of the spectrum aren't necessarily stupid, they just focus their expertise in other areas. When it comes to areas in which they are not expert, they rely on the knowledge of others, and their ability to present that knowledge in a way that "sticks" with them.
If the tendency with high end cutlery is being swayed by people using flashy sales messaging, those salesmen are demonstrating a skill most technicians don't have... the ability to create "sticky" messages. "My knives are better because they can take this abuse and still retain a lifetime warranty," for example.
The fact that you know the message is crap derives from your knowledge of the craft. But if you have a better product, what stops you from crafting a better "sticky" message? For one thing, your expertise at making quality knives doesn't necessarily translate into expertise at marketing. Doesn't mean you're stupid or a sheeple, you just focus your expertise elsewhere.
The point of this rant (yes, there is one) is that we need to be a bit more respectful of the people that might eventually be customers... if we have the ability to get our message through to them. If we (personally) don't have the skill to craft that message, maybe we should employ someone who does... even if that someone doesn't know beans about knives.
In the end, if long term performance is more important to the determination of the quality of a knife, someone needs to find a qualitative means of demonstrating that... something that can compete with the "lifetime warranty" of a Ginsu, for example. Something, perhaps, that resonates in the mind the same way cutting a cinder block does.
If we can't convince people that long term performance IS the determining factor, then like it or not, we may be wrong about that. Maybe they are right, and maybe it is more socially accepted (and satisfying) to simply replace the dull Henckels. Maybe that isn't a sign of stupidity after all, but a socially conscious thing to do as it keeps some knife makers employed.
Be careful of assuming you're always right. I'm sure you always are... but just in case someone else is a little MORE right, you might want to be flexible.
- Greg