Hey guys, just want to chime in here with my two cents on the matter, as I feel this is a very important discussion. I most certainly agree with both Andi and Josh on this matter. Since I've known about theory11, I've always noticed a trend of quality over quantity that's been in place here. We don't release new magic as often as other companies out there, and this is due to the team always wanting the highest quality magic that can be put into people's repertoires. We only want the best of the best, and what's truly been audience tested. Take into account our most recent releases and new products in our store. Sleeper, Invisible Card, Double Cross, Amazebox, Sub Rosa, Break, Counterfeit, French Kiss, The Code, and several of our downloads with Spidey. That's most of the newest stuff off the top of my head, and I know for a fact that each of them have been audience tested and all of it is extremely practical. Take Invisible Card and Double Cross for example (to name a few). Blake performed Invisible Card on Live TV for Pitbull on FOX's New Years Eve special. Dan White performed Double Cross backstage on The Tonight Show with Jimmy Fallon for The Roots. We also spend a LOT of time with each effect that we release. Invisible Card, for example - we spent 6 months crafting the gimmick and making it 10x more durable than Blake’s original prototype, with a goal of making it last LONGER for real workers, like Blake, that use it daily. When we teach moves - like The Herrmann Pass or Tabled Faro - we don’t have fly-by night hot shots teaching; we have Jason England - arguably the most well-read, experienced, and knowledgeable practitioner in the industry, teaching things properly - the right way.
There have been plenty of times where I would put one of our newest releases into my set (when I was performing in my downtown area) and the reactions were crazy each time. I've been so proud to be a part of this team not only because it's a dream, but because every time we release something I know that it will go into a performer's set almost immediately. I wouldn't be a part of theory11 if they were constantly pushing out impractical tricks for the sake of making a quick buck and making magic only for the camera. It may work for some people, but for me I would want no part in that kind of process. It's why I've been on this team since 2010. Quality over quantity is what you get over here, and I promise you it isn't a biased perspective; it's just the way it has been for me ever since I became a member of this community, and as far as I know, quality is what we will always strive for and we won't settle for anything less. This is evident in our decks, as well. As Lyle stated in a different thread, we always aim to keep pricing as low as possible - but all of our decks are priced well BELOW industry average. Many decks, of even half-decent quality on Kickstarter, are priced at $15 - ours are all, without exception, $9.95 or less. While our prices (now) are still below industry average, our quality is a mile ABOVE industry average. All of our decks and tuck cases are made in the USA - not overseas - and our tuck cases use print processes and levels of intricacy beyond what anyone else is doing, including letterpress printing and super premium papers.
Just wanted to chime in and offer my thoughts and opinions!