Sure is! What other driver out can take more abuse and put up better numbers for less money...while still being built in the USA? The fact remains, build & material costs have continued to go up and up. We did not raise the prices. The Icon and Xcon went through expensive, generational upgrades, guess what, we did not change the prices. We really need to raise prices, we cannot continue to provide a high end product, made here in the USA, with proven performance time and time again at these prices much longer. The Dcon and Gcon are flat out a steal, sorry, no getting around it. Icon no question a great value, Xcon continues to out perform much more expensive sub woofers not even made in the USA, and the Zcon is a lot of driver for the money, period.