I don't think the hobby is in any real dire straights. I think the market place is changing. The LHS's are closing up, yet kits are all over on Ebay and other internet sites etc. New and vintage and in between can be found on the 'net via your fingertips. Playstations and World of Warcraft are more appealing to kids than using any creative skills that they may have to build a model and quite frankly, ultimately, the parents are the target for the model manufacturers. They have the money and they need to market that product to Little Johnny and Suzy to make them say "MOM/DAD I WANT TO BUILD A MODEL!". I've NEVER seen a single TV advertisement for a model company during a cartoon and I've NEVER seen an ad for a model company in Parents, Good Housekeeping, People, or any other major magazine other than hobby magazines like Model Cars and the other couple out there. If you don't market your product to an active, or attempt to attract a new consumer base effectively, how can you expect to continue on?