Fender has an adoption problem. Here are the stats. As reported in The Verge, ten years ago, 1.5 million electric guitars were sold. Today, it is down to one million. That's bad, but it gets worse. Fender discovered that 90% of all new guitar players quit in the first 12 months of purchasing a guitar. If you were thinking of going to the guitar business and saw those numbers, you would open up an online bookstore, figuring you'd have a better chance competing against Amazon.