In my mind a theme is chosen to get the biggest ROI. Pretty much every theme has been taken to date that could be had. Probably the only one left of magnitude is HP. So you then are left with three door choices. Door #1, an original them....they just did that and are having limited success. Door #2, use a theme that hasn't been done before. To be honest, the choices are fairly scarce. No matter what you choose, there will be a limited market that will be drawn to it. Or Door #3, redo a theme that you can do a hell of a lot better than the first one. That is the door JJP took. Personally I don't blame them. If I were them, I would be looking for anything to get new customers that love pinball. The average age of Pinsiders is getting up there and are going to start dying off. You need something to get Millennials interested in pinball. That starts with a theme they can relate to. Oh btw, that new market has no clue it has been done before. Remember, for pinball to survive, they HAVE to get to the untapped market. This market will start dying off soon. That is the hard truth.

Maybe I need to clarify. Licenses that meet the following criteria are more scarce than we realize...

1) Affordable
2) Being able to obtain in the first place (i.e. HP)
3) Family Friendly (seems to be a requirement for JJP....which I totally agree with)
4) Timeless (a quote from Jack)
5) Cross generational draw. This to me is one of the hardest things with a theme. When you really think about it. The options are not as numerous as we think.
6) One that you can actually build a good ruleset around

My point is that when you consider all of the above factors, the options are far from "limitless". Getting a theme wrong can be very bad for a company like JJP. They don't have unlimited bullets in their gun.

With that said, I get your point. There are options. Just some are really not great choices.....when I seem some of the suggestions on this site, I shudder.

"....lots of new pins will be available"

Huh? For those that put $ down on the CE's won't have any other options until maybe JJP #5 comes out. The only pinball options in that class is JJP. This is no different than other luxury items such as exotic cars or boats. There is a certain segment of the market now that wants only the best AND are willing to wait. JJP has entered that game and frankly are doing fairly well.