Why Rickenbacker Guitars Fell Out of Favor

In today's video, Paul Drew from The Studio Rats is looking at Rickenbacker Guitars, specifically the Rickenbacker 360.
Rickenbacker started producing instruments in 1931 and soon followed producing electric instruments in 1932 due to them inventing the guitar pickup.
In today's video, I'm using an IK Multimedia TONEX pedal with one of our Matchless captures.
Here is what Rickenbacker say about the Rickenbacker 360
This guitar broke all the rules of traditional styling when it appeared amid the 'British' sound of the 1960's. Subtly updated through the years, this Deluxe hollow body with its special contour around the entire body perimeter, is still perhaps the most comfortable guitar of all. The bound body and Rosewood fingerboard, inlayed with triangular pearloid markers, provide an exceptionally attractive appearance. Stereo output is standard. Also available with an additional pickup (Model 370).
The Studio Rats are core band members Paul Drew on guitar/production/mixing, drummer James Ivey.