Working for a very popular knife retailer I can tell you that Esee outsells Becker, Ka-Bar, and Ontario every day of the week. The reasons are:
1. Quality. I have never had an Esee come back with any issues, or an Ontario for that matter. But PLENTY of Ka-Bar and Beckers with broken tips, chipped blades, etc.
2. Guarantee. Esee has a great warranty and will pretty much replace your knife, no questions asked, if you experience any issues.
3. Repeat Business. It has happened so many times I have stopped keeping track: someone comes in and buys an Izula (after looking at similar products from Ka-Bar, Ontario, and a few other companies) They take a chance on the knife based on our recommendations (we do not do commission sales, so all our sales are based on our own experience and customer feedback). They take that Izula out camping, beat the ever living crap out of it, fall in love with the knife and come back in the next week to buy another Izula because they love it so much!
4. Simplicity. Esee found a super simple design (Blade & Handles) and have perfected it.
I have several customers who are old survivalists, and they are used to buying $500 Bushcraft/survival knives, and they won't buy anything that they don't trust. These guys go through every kind of survival, Bushcraft and outdoor knife and nothing meets their standards. I have put Esee knives in their hands, and not only have they loved them, they have come back and bought more, and made them their EDC knives.
Hard results to argue with. And those results have repeated themselves on a daily and weekly basis.