That’s their problem. There is a downside to all US manufacturing and using all high-grade stainless (except the burner which is cheaper stainless and made in Taiwan). This is what we say we want, but are we willing to pay? I think they have decided to accept being a low-volume producer and selling to a limited market who don’t see the high price as an obstacle. With some reasonable care about the only things you would have to replace now and then are the burner and the label on the front. Almost nothing to rust out.
I do think that an update/restyle and some serious advertising might improve their market share. They apparently don’t have the capital or don’t see a need. A lot of their customers seem to like that they have a kind of a timeless design that you can still support with parts, etc. decades later.