I agree with much of what you've said, however, in mentioning GEC being "80% marketing and 20% quality." you're kind of getting into what I was inferring in my previous comments about fit, finish, and QC. If these new Schatt & Morgan's aren't excellent knives for the price points they set, this new company isn't going to last. Also, at the price point that Mr. Cooper will almost certainly need (or want) to set, these new S&M knives WILL be collectibles. In fact, I presume that's his main goal. Make new S&M knives that are of good quality, and charge GEC or near GEC prices for them, so as to capture the discretionary income of those folks who have nostalgia about the old S&M from some years ago. As business plans go, all he needed to do was look at what people willingly pay for GEC knives to realize that if the quality, fit, and finish could be set to a high standard, the guy is going to make money.
I would disagree about GEC being 80% marketing and 20% quality. I don't even know if I've ever seen an ad for GEC knives that weren't being posted by people who are enjoying theirs on social media. Sure, they post on their website, but if I have to go to your site to see your product, I don't really consider that marketing at a high level. Also, people tend not to enjoy things that aren't quality, so that tells me that the quality IS the marketing factor. After all, not many companies have experienced this surge of new people all clamoring for their product at once. GECs have become collectibles far more than being something that someone who just needs a knife would buy. Someone who goes into Academy Sports, or Dick's Sporting Goods or Wal-Mart isn't there to spend $115+ on a GEC (and they aren't available in those places anyway), they are going to buy a $35 Buck and call it done. So, clearly, GECs aren't being marketed to just the regular guy who needs a knife and wants a traditional. I would say that I doubt that the new S&M knives will be for that particular customer either.
You mention GEC being rather like another company's sprint runs, I think it's more a situation of "Back in the old days, we'd release a run of knives, several covers, some number of hundreds of each one, and that was enough." to sell, and keep product on the shelves for a bit. Obviously, we know that today, that's not nearly enough. Most GEC drops sell out in seconds no matter WHAT they are. That says that the market wants this product, and wants far more than GEC is able (or willing) to make. I don't know that marketing is responsible for that. There are plenty of other factors that could be brought into play, a few of which would go against the "We don't discuss modern knives here." rule. I'll just say that a lot of the trends in modern knife design COULD be responsible for the resurging interest in Traditional knives. I certainly know that I myself fall under that banner.