Background: I'm a new Omega fanboy and have been admiring my co-workers vintage Pepsi. When I enquired about the cost/availability of one at my local AD I was nearly laughed out of the store. So I went home and starting research Rolex and the SS "shortage" issue on the rolex forum but I still don't understand the rolex craze. I think they are beautiful watches, have amazing functionality, history, and style. However, EVEN if only paying retail for a submariner, why would I pay $7.5k when I could get a seamaster for $4k? Not to mention the insane grey market prices on the submariner and GMT's! People keep mentioning a Rolex bubble, but it seems like that is non-sense. Even the 1 million produced by Rolex will not adequately supply the demand in China, with it's exponentially growing middle class. I guess my question is, why are people buying into the hype and paying double/triple retail for these SS watches!? When you get into the $15-20k price range it seems like there are much better watches you could spend that money on! Please educate me!