Which strategic brand positioning move is credited with helping Celestron achieve its market-leading status in consumer telescopes during the 1990s-2000s?

The telescope market is filled with competitors, but some brands have achieved legendary status through clever positioning and marketing strategy. This question explores how Celestron, one of astronomy's most recognized brands, successfully positioned itself in the consumer telescope market and achieved remarkable customer loyalty despite premium pricing. Understanding successful brand strategy in specialized markets like astronomy equipment provides valuable insights for product marketers across industries.

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Introducing the revolutionary NexStar computerized mount system that made astronomy accessible to beginners
Focusing exclusively on professional-grade equipment and abandoning the consumer market entirely
Being the first major telescope manufacturer to sell directly to consumers through their own retail stores
Partnering with NASA for exclusive rights to use space mission imagery in their marketing materials