I can demo a car or a golf club pretty easily. Not so a ski. Demo days on ski hills are few and far between. Renting or demoing from a ski shop costs money.
As a result, you can never know if a better ski exists. So you just end up sticking with what you know best.
I'm very loyal to Elan. They're too small to be big and too big to be small, which I learnt in business school is not a good position to be in.
Hence the only way Elan can survive is through innovation. Waveflex, Amphibio, TBT are just some innovations that have kept them ahead of the curve.
I like Elans a lot. I've rented and demoed a bunch of other brands, but I always feel like Goldilocks: they're either too hot or not hot enough. It's always a pleasure to go back to my own skis.