I had the chance to chat with the James Brand knife guys at the BladeHQ grand opening... back whenever that was. Honestly, I came away from the experience liking them and the brand a lot more than I thought I would. Whereas I left other tables liking the employees and the brand far less than I thought I would.
The guys at James Brand entered the knife world from the marketing side, rather than coming up through the knife side. Their experience was with snowboarding and lifestyle brands before coming together and developing The James Brand. They realize now, that there is a room to improve the quality for the price, and they are actively trying to work with some new and existing manufacturers to get better knives out there.
Knife guys like us, know where to get the absolute best quality for our dollars; we do live on bladeforums after all. But The James brand is not really targeting guys (or gals) like us, they are after more traditional mainstream marketing channels. To be honest, it's a fantastic thing. Being able to get knives into a magazine like GQ is something Spyderco or Benchmade would never be able to do, or at least never attempted. The more knife owners there are out there, the better our rights are protected, so by all means, bring the casuals into the hobby.
Most people, like us, will delve into a hobby and think, "This is good, but what's better...?" Hence, even if someone starts by buying a knife from the James Brand, it will be a matter of weeks or months before they have a bunch of Spyderco, ZT, Benchmade, Reate, CRK.. you guys get the point.
I currently don't own any knives from the James Brand because of the price to value issue for me, but I do want to see them succeed. If for no other reason, to introduce knives to new markets. If their quality improves perhaps they will entice the likes of us knife addicts, if it doesn't, let them sell to the casuals.