Here in Thailand, they are already the biggest flashaholic brand, the situation used to be that your local tactical gear/outdoor sports shop/stall would carry a couple of surefire, 6Ps or G2s as their 'best' thing around, before that of course there was Mag, and for a couple of years, Innova.
At first when the Fenix light starts to arrive, among the sea of crappy Chinese 'Police' lights, Fenix stood out with their box, but that's about it, the quality was nowhere near Surefire's, my impression then of Fenix was a Surefire knockoff/wannabe, the price/power was good but the quality left something to be desired. Now there's Fenix everywhere and nowhere could Surefire be found anymore.
Out here, without the dealer network or authorised reseller, all Surefire lights are essentially 'grey' market import, once you bought it, you're on your own. The Surefire warranty is useless here, unless you know anyone that has a US address that'll ship over parts for you, so the Surefire 'tax' is for naught, you'll only be paying for the build quality but not the legendary warranty... Fenix on the other hand, has managed to step in nicely, being in the same parts of the world and all,managed to have pretty hassle free warranty with superb dealer support and even a few limited edition for Thailand to sweeten the deal, they have become the 'premium' light to get at the moment, and there are now starting to have a 'grey' market and unbranded knockoff of Fenix lights which only goes to show how popular they have become.
If Fenix manage to get some decent support to dealers in the US and Europe, they'll become the world's largest 'premium' flashlight manufacturer for sure