well it isn't fair to say the w7 isn't "anything special" either, because it IS still an amazing sub and JL is one of the most innovative companies overall. problem is they design something great like the w7 and then charge out the *** for it, because people don't bother to look for alternatives. they can also push a lot of stuff that's honestly just mediocre off shelves because the mainstream "trusts" their products.
the owner of Fi audio actually lives near me, he's a very cool guy (met him when I was selling my IDMax actually lol). They bought ascendant audio a year or two ago from Chad, basically for the brand recognition. AA audio is basically their more generic / less expensive brand while Fi audio is very customizable but costs a bit more as well.