Some people think that paying $150 for a single disc CD player is too much... For the RioCar to be at the same price range... is nearly sickening! I do think that the $800 price was fair enough. With MASS production, some cost reduction and advertising, it may have made profit. But competeing against the the big boys isn't easy. Only after getting to "know" the empeg team, was I confident investing in a small company. Even if the empeg wasn't there (and thank God they are), the members of this board are making tools and hacks left and right..