Boogie were the first 'boutique' amp manufacturers, springing up in California like 30 or 40 years ago or something. The founder, Randall Smith took a Fender Twin and 'hotrodded' it with some fancy wiring to give it a totally new sound - one with more hi-gain compressd focus for a sweeter singing lead guitar sound. Legend has it that Carlos Santana heard the amp and said 'man - that little amp really boogies' - hence the name.
Anyway, now in 2004 there are dozens of 'boutique' amp makers, such as Soldano, Matchless, Cornford, Diezel, Bognor, etc.. but Mesa Boogie is widely considered to be the 'Rolls Royce' brand amongst them, partly due to their early arrival on the scene, but of course mostly due to the fact that they really are way ahead of the game in terms of sound, features and sheer reliability. If you check out the reviews on Harmony Central, every single one of those Mesa owners is supremely happy with their amp - some having had them as gigging workhorses for decades and they have never broken down and still sound fabulous. Of course, they look cool as well. Go to
www.mesaboogie.com and check them out. You can even download the pdf versions of their entire catalogue for a drool over. After that, check out the Custom Gallery. Want a Mark IV combo in red snakeskin with side armor? You got it? Want a Triple Recto head with Bubinga solid wood? You got it.
Regarding your comment about Mesa's marketing to a young audience and their endorsements, I think this may be inaccurate. Mesa's marketing has always been about exclusivity. They know their products are expensive and they play to that, with a lot of advertising around themes such as 'okay - you've been playing 20 years and now it's time you owned the best there is' (which is how they captured my attention - I've never owned one but I've tried loads and now *I'm* in that position to buy one -
). The young audience marketing comes from companies like Marshall IMHO. Mesa do endorse, but you see these in liner notes of CDs rather than in the pages of a magazine.