The empeg car player is not, and never will be, aimed at the "average consumer". The average consumer does not spent $1200+ on a car stereo (not to mention the amps and drivers) and the margin on this product provides no room for movement on the price - even if we made a much greater volume.
We have stated that the car player is a high end example of our technology - primarily of our software technology, which scales to a wide range of related applications. I doubt empeg will ever market a sub $500 digital audio product, but that doesn't mean we don't develop them for other people to badge and sell!
This is good news for the car player product. The high end, no shortcuts design need not be compromised to accommodate the mass market, so those of us that want a really cool car stereo with bells and whistles are well catered for.
Rob