The second idea is more basic. It's a very slick, injection-molded composite that comes in dark gray-very clean, very high quality. And it's made in the famous Weatherby profile. "We tried for years to give people a classic stock, and I think we tried no fewer than three different designs," says Ruddell. "But they want a Weatherby stock, and we're giving them one." If shooters would like something fancier, that brings in the third idea-customizing. Customizing is now a big business at Weatherby, and it means more money for dealers. A customer can go to www.weatherby.com, go down a list of 20 performance and appearance options, print out an order form with the features he wants, take it to any Weatherby dealer and get his rifle in short order.