I have not been one of the people ready to pounce on Gibson Guitars for everything that can be perceived as negative, but this new footage of Gibson driving over hundreds of guitars with a bulldozer / excavator is unacceptable. They blew a perfect opportunity to repair some of the ill will in the guitar community. This would have been a perfect PR opportunity to donate these guitars to underprivileged kids or some non-profit organization.
Gibson does not understand the guitar community. They also don’t understand how to market in the current world. The name Gibson only goes so far, after that, you have to start viewing your guitars the way your potential consumers view them. Though I have never heard of the Firebird X, just destroying them to get them off the books is the last thing I would do.