As empeg, we made about 30% margin on units - a $1199 unit would have cost us about $850 to make. You can say "there's no way it cost $850 to make", but you'd be wrong; that's how much low-volume manufacturing costs. If we could have made them for $500, they'd have been selling for $700.

The new pricing comes from reduced production costs and a desire to open up the product to people who previously couldn't afford it.

Hugo