I agree that not having a hard case will affect sales, but I think the guitars are good enough for them still to fly of the shelves. The SG Standard is their most popular guitar going by sales. The guitar itself is brilliant so far, great tuning stability and the sound is absolutely brilliant. I got mine as part of a deal where I got a Gator SG case included basically for free. So I got the guitar with the soft case and a hard case for £1199. Not a bad deal!