To be fair, you have to have a very high IQ to understand BOX switches. The smoothness is extremely subtle, and without a solid grasp of mechanical engineering most of the advantages will go over a typical viewer's head. There's also Mike's nihilistic outlook, which is deftly woven into his switch marketing- his personal philosophy draws heavily from Narodnaya Volya literature, for instance. The buyers understand this stuff; they have the intellectual capacity to truly appreciate the tactility and smoothness, to realise that they're not just switches- they say something deep about KUSTOMS. As a consequence people who dislike BOX switches truly ARE idiots- of course they wouldn't appreciate, for instance, the humour in Mike's naming scheme, namely "BOX Royals," which itself is a cryptic reference to Turgenev's Russian epic Fathers and Sons. I'm smirking right now just imagining one of those addlepated simpletons scratching their heads in confusion as Kailh's genius deisgn stretches their keycap stems. What fools.. how I pity them.