I had forgotten about the headcovers. That is a big part to the selling for sure.Pay to play is why SO many play them on tour. That said, people seeing them like you drive a market for ALL of the "special" headcovers, ball markers, divot tools, and any random trinket he puts out as "limited edition". That's genius. He doesn't need to advertise in magazines, its to the point now where the collectors feed the market and he feeds the collectors. He basically prints his own money, that is a marketing genius IMO.