I think it waters down the main brand. It's like Zeiss optics. It used to be if you had a pair of Zeiss binoculars you knew they were made in Germany and they were among the best on the planet. Now they make their top tier stuff in Germany, but also make lower tier stuff in East Asia including China. Having a Zeiss now longer necessarily means you have top shelf stuff and the brand as a whole is cheapened in the eyes of many consumers -> Swarovski still makes all their stuff to a high quality level in Austria and they are now king of the hill in the sport optics world. If Gibson starts making stuff in China it brings down the perceived value of the brand.