They do have competition even in my area especially now that you can buy Henckel knives in stores like Target or Wal Mart (in my hometown area there's really only a Wal Mart - that's why the direct marketing for Cutco is very effective in my hometown because otherwise you have to drive to Buffalo).
My dad has both Henckels and Cutco in his house. In fact, our neighbor likes Henckels (they get them and tear them apart in the Cutco factories to compare them with their own knives) but it wouldn't look good if his boss came over for dinner and their house was filled with Henckels. I've never been in a house with so many knives though - they're mostly all mounted to the wall but there's probably a hundred kitchen knives in their house. They had to move all the mounts up really high when they had a child.
http://usa.jahenckels.com/index.php?simple_view=97
You can get Henckels at Target or Wal Mart, although the really nice ones are in places like Williams Sonoma or Bed Bath and Beyond.