the idea of using a laser to etch the surface is pretty straightforward....
and taking out "70%" of the surface area, sounds pretty significant to me.
the price for a brand new les paul version or strat version, direct from MFG, is pretty enticing.
i've played old school Deans, and they all played very well and sounding good.
lots of pros have used them from the late 70's on,
so they have a proven track record.