The JA (new) isn't cheap. It's "market value" is determined by, er, the market. Examined coldly and objectively, the JA is however, fairly expensive (for good reason) compared to the average electric guitar and at that price point it will simply never be the case (IMO) that the vast majority of electric guitar players will pay top$ for a thinline hollowbody. Why? I think for most players who can afford $2,400+ on a guitar they crave getting that Custom Shop Strat or Reissue Les Paul and (maybe) a 335 first. I think there is just far more overwhelming demand for those models once the price point goes higher; and not that many guitarists can afford several expensive instruments - so if they like Gibsons, they are more likely to go for an upsacle LP. I live near a good mid-sized guitar store and the manager was telling me one day how in essence they live by strats and LPs and that for used gear, other models are more difficult to resell. For sheer demand, those 2 models (Strats and LPs) just dominate all else. Until the average electric player has those guitar under his / her belt and knows more about different types of guitars, he/she is less likely to appreciate and seek out (and spend the significant coin on) a hollow electric. Once he/she has 1-2 fine classics the next spend is likely a good amp or two. Plus I think most electric players are rock/ blues / metal players (fewer jazzers out there) and hollow guitars send a "jazz" message many potential buyers may not be into. The JA is also an unusual guitar. I initially expected the JA to sound more like a 335 or something and it took me awhile to understand better what this model is about. In some ways the JA does what PRS first advertised it would do - fuse Gibson/Fender tones. The JA does that extremely well, but that in itself may be hard to mass market to folks hunting traditional favorites who are seeking a great traditional strat / LP or tele/ 335 tone. And I fully understand that. However it is amusing to see the prices people will pay for an R9 compared to JA. Both have flame tops, mahogany bodies and necks, similar pickups and hardware, but the JA looks more difficult to make to me and has a great ebony fretboard (upcharge there) and more detailed binding plus generally better looking mahogany on the back and (IMO) a better looking sunburst. Despite this we all know that R9s go for many more $. No logic to it - it's just the market shaped by demand. You see the same phenomenon with the CS336. I think those sound great - but those guitars also don't necessarily resell at the price points LPs do and if they do it is harder to sell them, because there is (I suspect) a much small demand for any electrics that are not solidbody guitars, esp. if they are a new model. The JA and 336 certainly have high sonic values though! Hopefully that value will be recognized over time. Cheers.