"He should discontinue the line and sell the Tojiro as an alternative. They are basically as good as Shun for much less money with less pretty handles..."
The only problem is they are not really interchangeable, marketing wise. Shun are generally thinner, better aesthetics, better f&f, and a certain cachet that the Tojiro lack. For us knife-nuts, we see VG10 with crap heat treat and chipping problems vs VG10 with quality heat treat and we see a clear winner, but were not really part of the "in crowd"