I get ya, but like them or not, Levis have been a mainstay for blue collar middle America for a long time. This may hurt their bottom line, but apparently they are willing to take the hit. On the other hand, it could secure a new breed of customers.I can't buy less than the zero number of Levi's that I've currently bought. I also don't own Dockers or their other product. They were never really my style but maybe I'm just a real good judge of products and character.