Exactly... I think my generation specifically (Gen Y) is 1) starting to come into having disposable income (hitting our 30's mostly), 2) skeptical of traditional marketing, big corporations (to some extent), etc, 3) learning to value craftsmen/women and quality goods over brand names.
I know you can't trust me because I'm just another stranger on the internet, but I worked for Fender briefly in their marketing department a few years back (as a web developer).
I can unequivocally say that they still care about valuing craftsmanship of their products. It may not be to the level of an individual craftsperson constructing a one-off instrument, but it is there.
At least, that's what I perceived while I was there. But take my words for whatever they're worth; I don't play guitar, nor did I take advantage of learning while I was there (part of me regrets not doing so, as the employee discounts were generous, but I still couldn't justify another potentially expensive hobby).
I definitely believe you. Both Gibson and Fender are awesome companies and do make great instruments with amazing quality control. They're as American as apple pie as well... I have zero hate for either brand, but personally for my money, if I'm spending big, I'd go for something really unique.. For example, I'd really love a Jersey Girl or a Robert de la Garza:
It's an interesting shift to watch.