If you have watched Top Gear episodes produced near Christmas, you will have seen the part of the show where they pull out bad gift ideas rather than doing the news. These products they produce include anything somewhat related to motoring as a whole. Among these gifts are a multitude of basic products branded by random car manufacturers like Ferrari and Lamborghini, like T-shirts, leather jackets, baby clothing, mugs, or spoons. Most of these products are not any better quality than their generic counterparts. Even still, the branded product ends up being a lot more expensive than the non-branded item, just because of the logo pasted on the product. In the electronics world, this kind of rebranding is not as common. Some people accuse Apple of marking up their products just purely based on their brand status. However, while I am not a fan of the fruit company, I must admit the "extra" costs on their products goes towards improving the product quality, design, and even performance, in addition to the marketing costs. This is one of the reasons why Apple products sell quite well, despite a reputation for being more expensive. Even though people may buy it to "fit in", there is no doubt in denying the quality on these computers. On an aside, the price gap between Apple laptops and Windows laptops is actually quite slim when comparing apples-to-apples, no pun intended. Thus, when companies mark a "premium" on products, I do not mind the higher costs, as long as my money goes towards an actual better product. When Turtle Beach sent us their newest foray into the PC keyboard market, the Impact 700, these questions popped into my mind. With a premium price of $200 USD at press release, this keyboard seems to take a bigger bite out of the wallet compared to its competition. Does it offer more than similar offerings from Cooler Master or Tesoro Technologies, or are we paying for Turtle Beach branding? Let us read on to find out!