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The argument here would be to order custom as opposed to buying a retail skate. I have always offered CCM custom skates for the same price as retail.

They would've had more success if people were able to choose which tongue they wanted when purchasing the skates new, just like selecting what steel... But to have to spend another $100 bucks for a tongue you like and be stuck with the stock one seemed like a deterrent to me. At least true makes decent tongues and I've successfully created a Velcro system on some Bauers to accept true tongues. Did it for a pair of Bauers that I converted to inlines as the stock tongues on those were shot.

Average consumers too often equate price to quality, so they assume high end true skates can’t be as good as Bauer or CCM if the flagship doesn’t cost four figures. True makes the price four digits, and when Johnny Suburb and his mom go skate shopping in August, suddenly Trues are now on the same tier because they cost more.