W4W and Dave have it sussed. The big brands are always going to try and gazump each other.
AA was with AHD for years. Micah was with Mistral same. KP was with Bic same.
Bjorn was with F2 even longer.
So they start playing musical sponsors. they start by seeing who wants them for big dollars and then use that to announce that they are going to that sponsor to be the "main" guy to develop the boards.
Why do you think KP was not happy that he did all the development on the iSonics and suddenly Bjorn is the big new player??
And why did AA go to JP when Micah is there and has made major inroads on the JP slalom boards being there??
Ive got NFI

Someone told me this, no really!!