its strictly business.... dynastar and rossi are owned by the same major company but produce different skis. Rossignol makes skis, bindings, and boots under its name while dynastar only makes skis. Its better business to associate look and dynastar instead of trying to get dynastar consumers to buy rossi. Consumers won't make the dynasta/ rossi connection because they don't understand the bigger picture. However, buyers understand look/ dynastar. This way, consumers stay within company. The better question is why isn't dynastar/ look/ lange not under one name?