I believe Taurus now enjoys the market Ruger once had. They have a very reliable product that people can afford. Especially when it comes to revolvers. Ruger has flown the coop with their redhawks with prices soaring to $800 for an "Alaskan" revolver. Their vaqueros and blackhawks, thankfully are still reasonably priced, but their rifles too have gotten into the Remington price range. I believe Ruger has lost it's way when it comes to "affordable" guns. Taurus, however seems to be following the Ruger strategy, with their product line not costing much more than a weeks pay, and have built their reputation up enough to where the customers can trust it. And the sales records show it.