There are so many excellent choices out there right now I am wondering what you are thinking that GEC will bring to the table that you can't buy now from different makers. There are plenty of domestic offerings with decades of proven hard-work track record to back them up, and plenty of quality working man's knives from our foreign friends as well.
They are priced well under GEC at this point, too. My lack of understanding on this product line is it seems they are reinventing the wheel at a higher price. No doubt the GEC knives will be good working knives, but with so many out there considered blue collar standards (for decades!) at a lower price I think it is a bold move, to say the least.
These are valid points, and it remains to be seen who will actually be the true market for these "sodbuster" types from GEC. Are they trying to give the GEC faithful a more affordable "hard use" type knife, or are they going after a whole new audience in a crowded field where many adequate choices already live?
I will first state that I am a big fan of the current GEC offerings, and although many of them are not my style, I think the Tidioute #33 Conductor that I carry every day is the nicest production knife that I have ever owned (and I'm old

. But I am also a student of history, and I can't help but recall automobile giant GM's foray into the "luxury compact car" segment thirty years ago.
In the early 1980s, after the US had weathered a couple of hiccups in the world oil markets, General Motors determined the country was possibly becoming more interested in fuel-efficient vehicles. While this prophecy has turned out to be right on the money, it was a very different world in 1981 than it is today, and gasoline was still quite cheap and seemingly in a limitless supply. Regardless, GM introduced the Cadillac Cimarron, the first "economy Cadillac". Although still wearing many of the Cadillac bells and whistles, it was powered by a little four cylinder (not even in the same ballpark as today's refined four bangers) engine and built on the same platform as GM's Chevy Cavalier.
Well, despite noble intentions, sales of the Cadillac Cimarron were disastrous and considered one of GM's colossol marketing failures. Although still too expensive for the masses who had a true need for a workhorse of a car to get to work every day, the true roadblock of the Cimarron was the Cadillac loyalists themselves. Loud and clear, they told GM that "they were Cadillac owners and drivers, and certainly wouldn't be looking in the Cadillac market if they wanted a watered down, less expensive car, even if it did wear a Cadillac badge. After poor sales of the Cimarron for five or six years in a row, GM shelved the model.
So, who is the target audience GEC envisions with their "less refined" worker bee line of tools soon to hit the market. Is it the current GEC crowd willing to "dress down" for a weekend in the country, or would they like to introduce the GEC brand to a whole new segment that up to now has been plenty satisfied with their stout work knives that were easily affordable on a ploughman's wages?
As with so many things, time will tell.