I find this really weird. The only stuff with "ESP" branding will be Japan Custom Shop stuff. The Standard series is getting renamed and branded E-II..... I really don't get this.
ESP has been one of the few companies that I've wanted to own just because I wanted a guitar with the ESP on the headstock. They've got HUGE brand recognition with it so this move really doesn't make a lot of sense to me at all.
Musikmesse 2013: big changes ahead for ESP | MusicRadar
And we're complaining why?The new branding also brings with it approximately a 20 per cent drop in suggested retail pricing across the range, which retains - and builds on - the existing model line.