A YouTube Channel "Tackle Advisors" (I have no connection whatsoever) did an experiment. It proved what I thought might be the case. He took 3 of the new players in the market KastKing, First Fishing, and one that sounds almost like Shimano (can't remember the name). Took them all apart, compared the internals and externals. Guess what? Same, same, same. Even made a Franken reel using parts from all 3. Turns out you call the factory with a minimum order, check off the options you want like paint job, and handle style etc. and Voila! A new- on the market reel with your name on it. The one big standout was the White Dove from First Fishing sold by The Googan Squad for twice as much as the others, yet still identical. Now, for $40 you are getting a decent reel, but nothing unique. Just one more knockoff from the same factory. For equipment geeks his channel is full of in-depth studies of reels and their components. Tutorials on tuning etc..... You're welcome