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If gun's are tools, then so is every other item you own that serves a specific purpose. If I can get a good looking gun that performs well, I will get that over an ugly looking gun that performs well, even if I have to pay more for it. Life is too short to own ugly guns when there are so many good looking quality guns out there.
Gun companies would not put so much time and money into the looks of their guns if appearance didn't matter to the majority of gun buyers out there. I would argue that as much time is spent on the aesthetic aspects of the gun as the engineering. Human being's are visual creatures, to most people, look's do matter, from men and women, to cars, to guns, to clothes, and just about everything else out there.
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