I have bombas socks as well thanks to the wife. They're fine socks. However I have fruit of the loom socks that have 10+ years from heavy use (running, workouts, etc). I don't know, maybe the newer socks are cheaper material? I often just get the slightly more expensive "cushioned" socks. You can feel how thick and see what they're made of which is pretty good indicator of how comfortable they are and how long they'll last. I disagree bombas are 10x as good or will last 10x as long (my bombas are only a few months old at this point)