Burton have been making the best products out there for years and years, but their dominance of the market is under threat. Increasing prices and a slimmed-down, American-focussed team have allowed new, smaller, rider-driven companies to creep onto the scene and gain a substantial following. Look out for DCP, JP Solberg & Romain de Marchi's Yes! brand, and Travis Parker's delicious Airblaster outerwear brand. Little companies like these, with a little more soul to them, seem to be more into growing their brands than stacking the dollars, so often the same quality is available much cheaper.
It's more about the limited-edition thing now...standing out is easy in snowboarding, why not do it?