We're priced midway between the PC manufacturers (e.g. HP Audio Center at $999) and the consumer audio guys (e.g. Kenwood Entree at $1799). Our price includes a retailer margin, unlike some of the competitors who sell direct only.

Clearly this isn't a mass market product and nobody expects incredible volume. We do expect to establish a market segment for technology that right now few people realise they need, but in time everyone will want. The big advantage of our version (apart from being much better than everyone elses of course) is that SB have a wider range of products and we're going to make sure they all talk to each other.

Rob